Many social media and tech experts are declaring that Snapchat has grown to the point that it's officially joining the ranks of Facebook and Twitter as ubiquitous social media apps, widely used by large masses of people. That means that if your store hasn't been using Snapchat as a part of its marketing strategy, now's the perfect time to start.
Snapchat has also recently added a new feature: Memories. Whether you're just getting started or you're already a Snapchat pro, it's worth taking the time to brush up on usability and feature changes. This post from Buffer helps shed some light on what Memories are and what they can mean for your store.
Share any photo or video — from within the app or from anywhere else
Memories enable Snapchat users to tell bigger stories that incorporate more than just in-the-moment photos and video. Instead of purely spontaneous content, Snapchat can now be used to share much more thoughtfully — similar to the approach you’d take with platforms like Instagram and Facebook, where the content you post doesn’t disappear.
With the flexibility to share any photo or video you want through Snapchat — not just those you took within the app — the company has opened up a whole new way to create content.
Save Snaps to a searchable camera roll
You can use Memories to create new Stories from Snaps you’ve taken, or even combine different Stories into a longer narrative. It’s fun to celebrate an anniversary or birthday by finding a few old Snaps and stringing them together into a new Story.
Memories raise the bar for quality Snaps
Political news site, The Hill, uses Snapchat to live-snap key political events and the larger world of politics and life in DC. They also have some recurring Snapchat series’. One, called Capitol Cribs, for instance, offers Snapchat tours of lawmaker offices.
Memories will make producing this type of content easier in the sense that it doesn’t have to all be done in real time, but harder in that I think it will raise the bar for repackaged content. Now that we have a longer lead time on creating these evergreen-type stories, the quality of what we put out on our channel should improve.
Lifting the limit on content creation from what can only be created within the app has a huge upside when it comes to creating engaging stories for Snapchat. Allowing people to upload pre-existing content also opens up the door for .
Memories make a longer shelf life for content
These days, content on social media has a very low shelf life.
None more so than Snapchat, where content disappears after 24 hours.
With the new features in Snapchat Memories (saving, reusing), this will make it easier for brands to justify budgets and invest in high-end creative for their Stories. Any photos or videos created for Snapchat can now be re-used, and content from other networks can also be re-published on the platform.
Memories can feed the evolution of Snapchat’s ad product
While Snapchat has reportedly achieved 150 million global daily active users (overtaking Twitter), the company is still a ways off Facebook’s 1 billion-plus user base.
And ads only work if there are users to engage with them.
With Memories, Snapchat now has a legitimate claim to be the go-to camera app for capturing and saving moments. Users in the early and late majority may also appreciate the ability to take a photo and video and worry about sharing later.
This shift could be seen as more user-friendly and easier to understand for the less digitally-native population and should help the company to build its user base, and in turn, boost its revenues.— Ash Read, Buffer
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