Snapchat adds “shared stories” to power collaborative content

Snapchat is looking to tap into the growing trend of collaborative content, with the launch of a new “Shared Stories” optionwhich allows users to invite other Snapchatters to contribute to their story with their own takes and ideas.

As you can see in these examples, when you create a shared story, you will be able to choose people who can contribute with their own Snap additions. The story will then be visible to your connections and theirs, providing expanded exposure potential, while also enabling a new kind of collaboration within your Snap content.

As explained by Instantaneous:

“Shared Stories is a new iteration of Custom Stories, a product that previously allowed Snapchatters to create a Story and add friends to view and contribute. Now, thanks to our new and improved Shared Stories, Snapchatters who have been added to the group can also add their friends, making it easier for the whole football team, camp team or a group of new colleagues to have fun.”

This expanded potential could allow more Snap Stories to gain traction, fueling more creation and engagement in the app.

Which has been a key trend on TikTok, where users are encouraged to not only consume the latest memes and trends, but also contribute with their own takes. This sharing dynamic has been a key part of TikTok’s success, which is why Snap, Instagram, Pinterest and others are all now looking for more ways to invite collaboration and contribution to their like-minded products.

Although, as Snap notes, that’s not entirely new. Personalized stories Enabled similar, though Custom Stories are more limited by location, while Shared Stories will allow anyone to contribute, as long as they’re invited to the group.

As with normal Snap content, Snaps sent to a shared Story are deleted after 24 hours. On the security front, Snap will also notify users if they’ve joined a story shared with someone they’ve blocked.

“This gives Snapchatters the ability to leave the shared story and ensures Snapchatters have full control over who they share content with on our platform.”

It’s a smart addition to Snap, which could lead to all new sharing behaviors, with people adding people, which adds more people, leading to longer streaks of story contributions.

And for brands, it could also help facilitate collaborations with influencers or boost community engagement by inviting UGC. There are many potential use cases and opportunities here, and this could be another way to help increase engagement with your Snap content.

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