Why Memories is Snapchat’s biggest bet to date…

Brands rub their hands with glee as content creation just became easier

This week Snapchat began to roll out it’s newest and biggest update so far– Memories. Suddenly Snapchat’s proposition has become just as much about the past as the present, now that anyone will soon be able to post snaps saved but not published straight away and more interestingly, anything that is saved on your camera roll.

Previous updates to Snapchat like lenses and filters have enhanced the functionality of sharing moments as they happen, but enabling access to the camera roll, which has been standard on all other social platforms is a big change.

This Memories update flips the script on how content will forever be created and consumed on the platform now pictures taken pre-dating Snapchat’s existence can now be posted for all to see.

The barrier to entry has significantly been lowered which will likely increase uptake and consumption, but could come at the cost of diluting the magic that made it popular as it becomes less in the moment and more polished.

It’s arguably Snapchat’s biggest bet to date.

On one hand, Snapchat stories can be built up over time and more thought out, something that the more creative content creators out there will embrace and flourish with.

The ease at which to create heightens as content can come from anywhere and anytime — Snapchat #ThrowbackThursday anyone?

On the other hand, the platform becomes less raw and more polished as the bar in quality is raised. In terms of Snapchat’s fast and furious nature of content creation, an increase in quality isn’t necessarily a good thing.

Life becomes much more easier for brands, who but for a few have struggled to grasp how best to create content for the platform due to its in the moment immediacy.

Now that they can take their time in creating, more attention will be paid to Snapchat by brands. Expect to see content created for other channels re-purposed and dare I say it — a flood of ads disguised as content.

It may now be easier for them to publish on Snapchat, but brands must take responsibility to ensure users aren’t getting content they can see elsewhere, that what they do get is created with Snapchat’s nuisances in mind.

You only have to look at how Facebook’s newsfeed is filled with polished content from brands and publisher posts rather than users sharing, which continues to decrease.

That’s not just been down to brands pushing paid for content and publishers getting favoured by Facebook’s algorithm, although it’s played a part.

It’s also been because newer platforms like Snapchat became a place where users have found it easier and more fun to share in a place that didn’t have to compete in a space proliferated with brands and publishers. Plus dare I say it, an older generation who had yet to adopt the platform.

Now Snapchat risks losing that with this latest change.

Each social platform goes through periods of evolution and not every change excites the user. Look at the recent timeline change in Instagram as just one example.

As much as the user comes first for the platforms, there has to be a balance to keep brands interested as their advertising budgets are needed. Snapchat, Facebook, Instagram, Twitter and the rest are businesses at the end of the day.

For Snapchat, their Memories update is an interesting one. There will be an increase in creation and consumption no doubt about it as an addictive platform just got more addictive.

However over time the balance between output from users and brands will change. It’s the latters increase in creation, which has implications for the formers consumption that could ultimately impact the long-term appeal.

It’s a bold move to change your proposition when experiencing such fast growth and represents Snapchat’s biggest gamble so far…one that could truly change its make up forever.

Thanks for reading! If you like this post, please hit that heart button below and share.