Snapchat has long been known for its ephemeral messaging
experience where photos and messages disappear after being viewed. However, the
platform has recognized some users want more control over their conversations.
In an effort to better meet these needs, Snapchat is testing a new feature that
allows opting out of auto-deleting messages for individual chats.
The test currently underway in select international markets
gives participants the ability to select a "never delete" setting for
specific conversations. When enabled, the messages exchanged will no longer
automatically disappear after 24 hours as they typically do on Snapchat. All
users involved in the chat can update these retention settings at any time to
switch between auto-delete and keeping the history of their dialogue.
While ephemerality is still core to Snapchat's design
philosophy, the company understands messaging needs are not one-size-fits-all.
Many Snapchat users rely on the platform as their primary chat tool, similar to
the role services like Facebook Messenger or Apple's iMessage play in people's
communication habits. By offering an alternative to the default expiring
messages, Snapchat aims to provide more flexibility that appeals to those
seeking features of traditional messaging apps.
Giving users control over how long their conversations last
could help broaden Snapchat's reach, especially among older age groups.
Demographics who have grown accustomed to permanently storing text history on
other services may feel more comfortable fully engaging with Snapchat long-term
now that there is an option for retained messages. Retaining active users as
they age is important for platforms, as it increases the potential customer
lifetime value and opportunities to generate ad revenue over time.
Of course, only the results of Snapchat's experiment will
determine if offering non-expiring chats impacts perceptions of the app's
signature ephemeral brand. But testing minor changes like this allows
evaluating user reception and gathering feedback without fully disrupting the
core service experience all at once. And by confining the new setting to
function within individual talks only, Snapchat maintains oversight over how
the overall platform interface and default experience will evolve, if at all.
Whether the "never delete" message option expands
to the main Snapchat app depends on what is learned from this test. But the
update demonstrates the company's commitment to thoughtfully innovating based
on listener feedback from its community. Both retaining loyal long-time users
as their needs change, and broadening appeal to new potential customer
demographics, are smart moves that can fuel further business growth.
For social media marketers, strategic experimentation is
important to stay adaptable in this dynamic industry landscape. Be sure to take
full advantage of all the campaign optimization and results tracking tools
available in our Great SMM panel to help you improve engagement and drive real
business outcomes. Regularly reviewing performance metrics and making
data-driven decisions will help you deliver the best possible experience for
your target audiences.
