Snapchat Experiments With Off-Platform Sharing Functionality To Increase Audience

Snapchat is testing a new feature that enables users to share content outside of the platform for the first time.

With the experiment, users can share links to content such as ‘Snap Originals,’ ‘Shows,’ and ‘Publishers Stories’ on other social media platforms and through message and email.

This content is still be housed on Snap’s server, but when opened, users are directed to the Snapchat app or a web/mobile experience to view the site t but aren’t required to log in or have an account at all.

“We’re always exploring ways to make it even easier view to Snapchat’s engaging and topic content and share it with friends,” a Snapchat spokesperson said in a statement to Axois.

Snapchat is also testing a new version of it's personalized feed ’For You Feed,’ which is now being called ‘Spotlights.

This revampesfeed will serve up a combination of content from popular and trending Snapchat creators, curated Snapchat Stories, and premium content such as ‘Discover’ shows and ‘Publisher Stories.’ Users will also have the option to submit Snaps for consideration to the feed.

Insights & Analysis:

These tests are part of Snapchat’s latest efforts at increasing its audience and the viewership of content that is shared on the platform by creators and partners.

While Snapchat falls towards the latter end of the leading social media platforms, it has made a number of recent notable moves. This includes the introduction of new brand profiles and a new music feature, both of which have been received well.

As of its Q3 earnings report, the platform’s daily active userbase increased by 4% going from 229 million to 238 million.

With uncertainty still looming around TikTok’s future. Snapchat is becoming more and more attractive to marketers who are looking to reach the Gen Z demographic.

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Source: Axios