Snapchat Memories: a brand game-changer?
Brands can now walk down memory lane with Snapchat Memories. Except they will be posting in the present, with a feature to be released in the future. Dizzy yet?
How bringing up the past could help brands in the future
Last week, Snapchat announced a game-changing feature soon to go live on its application – Snapchat Memories.
No longer will the live-posting app be restricted to, well, live posting. Users will now be able to access past saved snaps and repost these directly to a contact or to their daily story.
What does it mean for brands? Control.
Many companies have struggled to get their heads around Snapchat as a marketing channel, and for good reason. It forced social managers to reassess the way they connect with younger audiences and figure out how to plan content on a live channel. With limited paid advertising, no analytics and content ‘disappearing’ from the account after 24 hours of posting, it has also been a difficult concept for traditionally minded business execs to fully appreciate.
It’s not hard to imagine a typical boardroom conversation: ‘So, we’re paying to create content that we can’t advertise, that disappears after its been seen, and to an audience we know nothing about in terms of analytics? Sure, where do I sign?!
But now, all around the world the power of content management has shifted back into the hands of social managers (you can almost hear them double-tapping their phones in jubilant applause).
Social managers can now save snaps to their phone in a dedicated Memories folder, making it easily searchable for reposting. They will even be able to re-edit past snaps to build a more crafted story before pushing it live to their followers. This means management teams can now monitor and approve bulk content before publishing, reducing time and removing risk to the brand significantly.
While it does make things easier for social managers, time will tell if it also takes the spontaneity out of posted content. Spontaneity is what gives Snapchat it’s edge over other social channels and draws in younger audiences.
As with any change to apps, it’s a risky move for Snapchat. But while audiences adjust to the changes, brands should jump on board and take advantage of the control it now offers – while there’s still an eagerly engaged audience to Snap it up.
Snapchat Memories is expected to be available through an update to all application versions within the next 30 days.
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