Snapchat recently rolled out a new feature called Memories, and it's potentially the most transformative feature yet rolled out on the app.

What are Snapchat Memories?

For the first time users will be able to share content from outside Snapchat.

You can upload photos and videos from your phone’s camera roll, then edit them in Snapchat with the doodle, text, sticker, emoji and filter tools. Finally, you can post them to your Story.

Any Memories uploaded will be time-stamped and displayed with a special border to distinct it from Snapchat’s real time content. They will also include a password-protected section called ‘My Eyes Only’.

What does that mean?   

This pre-captured and long-lasting content opens Snapchat to an entirely new range of possibilities.

Because users and brands are no longer bound to capture live photos and videos using the app itself, the door is open for well polished, more detailed content.

In the long term, this will likely raise the quality bar for snaps.

At the same time, extra ways of using the app will likely attract new audiences, with more people adopting Snapchat as their main way to capture moments.

This in turn will give Snapchat increased ability to collect data and serve targeted ads.

If you are not sure how to start using Snapchat as a marketing tool, download our step-by-step guide on how to create your own Snapchat On-demand Geofilter here.

ABOUT THE AUTHOR
Lucio Ribeiro, is a co-founder and lead strategist of specialised Social Media agency Online Circle Digital where he works with large and medium size brands in developing their digital marketing strategy and execution. He is considered a thought leader on digital marketing authoring articles in digital innovation and social media strategy, speaking in seminars and judging global awards.