Over the past month, Snapchat has started to roll out one of its biggest changes to date.

The app’s newest feature, Memories, allows users to save snaps in a private long-term collection within the app. This is a major shift from Snapchat’s defining characteristic – that snaps last only for a few seconds, or for 24 hours within Stories.

Now, with Memories, Snapchat users can modify and share old content for the first time:

It’s super easy to find the Snap or Story you’re looking for in just a few seconds by typing keywords like “dog” or “Hawaii” — that way you can spend less time searching and more time enjoying your Memories.

You can use Memories to create new Stories from Snaps you’ve taken, or even combine different Stories into a longer narrative!

How Snapchat Memories Works

To access Memories, swipe up from the camera screen (you have to opt into the feature the first time you use it). When you get started, you have the option to import snaps you saved in the past into Memories.

Within Memories, you can toggle between three sections: Snaps, Stories and Camera Roll to find content to use. Select photos and videos, add geofilters, emoji, text, etc; then send them as snaps to friends, or use them to create a new story. You also have the option to archive content in a “My Eyes Only” section.

Why This Matters for Brands

Snapchat has always been an in-the-moment way to create and share content. A big part of its appeal, especially for younger users, is that content feels authentic and raw because it’s made in real time. But that quality has also been a challenge for brands trying to figure out how Snapchat fits into their marketing strategy. Snapchat Memories is a big change because it now lets you draw from pre-produced photos and videos to create fresh new content.

Memories is a new feature that still has room to develop and evolve over time (especially in terms of integration with its ad product), but it already holds great promise for brands wanting to get more out of Snapchat. Here are a few ways you can use Memories for your brand:  

Plan content in advance.

It will be important to tread carefully here – you don’t want to turn off your audience by planning too much and making your Snapchat content overly corporate. But you can stay true to the fun, casual vibe of the platform, while incorporating some more polished content. For example, you could combine saved snaps, and branded graphics and videos to produce an engaging story for your followers.

Capitalize on nostalgia.

There’s a reason #ThrowbackThursday, Timehop and On This Day are so popular on social media. Everyone enjoys a little nostalgia – and Memories lets you share more of it with your Snapchat followers. Post a silly caption on a flashback photo from your very first product launch, or make a before-and-after story to show progress on an ongoing project.

Experiment with a content series.

Explore creative ways to incorporate previously shot photos and videos into a series your followers know to tune into regularly. Experiment with stories that feature DIY ideas, expert tips, Q&A sessions or behind-the-scenes videos.

Snapchat already has 150 million daily users; Memories may broaden its usage even further among older users and brands.


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