Long gone are the days where Snapchat was solely an app used to send short temporary picture messages to friends. Since its start, Snapchat has added an array of features, including color filters, filters that display time, temperature, or speed, filters that put in company logos based on your location, a replay option, and even actual chatting. My Story is a newer is a feature where a user could post Snaps to been viewed by anyone on their friend list for the subsequent 24 hours, eliminating the hassle of checking everyone’s name off for a “mass Snapchat”. If you’re a frequent user of Snapchat, you know that when the list of your friends Stories comes up, more often than not, you only want to watch them to get rid of them. Some just click through and some actually look at everything people post, but regardless, having lingering stories is unacceptable.
On June 17, TeamSnapchat sent all app users a video introducing Our Story. Something new was added into the list of friends Stories, Snapchat’s Our Story feature. This was a completely new concept. Snapchat describes the feature: “Our Story allows Snapchatters who are at the same event location to contribute Snaps to the same Story. If you can’t make it to an event, watching Our Story makes you feel like you’re right there!”. The idea was first tested at the Electric Daisy Carnival (EDC) EDM music festival. Snapchat’s Our Story is a form of crowd sourcing. People at the event can contribute to an Our Story and their Snaps appear in everyone’s Snapchat. Users cannot see who sent the Snap, but it all compiles into one long unique Story. Events covered so far have been an array of music festivals, the World Cup, Fashion Week, college football games, and even Derek Jeter’s last home game.
In a blogpost by Snapchat on August 29, they announced their plans to expand Our Story to many more live events. This is a huge step because the Live Snap Stories are immediate advertising for the events. You see what it is like to be at one of the events featured and you are more interested in it. If you had not known what an EDM festival, or a football game at Oregon was like, Our Story gives you a realistic view of the atmosphere as it is happening. Snapchat has given different brands the ability to connect with possible consumers through an almost disruption type of marketing. Our Stories show up in a user’s app whether or not they want it there, however it is up to them if they watch it or not. Regardless, the opportunity is there for the already huge Snapchat community. It seems very likely that many brands will want to start leveraging this feature to share their events as the emergence of new Our Stories are becoming more and more frequent.