Snapchat has been hinting for some time that it doesn’t want to be known as an “ephemeral app” anymore, even taking a bit of umbrage with the notion lately.
Now, the company’s pivot from 10-second disappearing messages appears to be complete: The app today revealed a feature called Memories that lets users save posts—still photos or videos—and edit them to create a story collage. According to Snapchat’s blog post, folks will be able to repost the narratives as “flashbacks” or store them in a passcode-protected channel called My Eyes Only.
The Venice, Calif.-based company’s 150 million daily users can swipe up from the app’s camera to open the feature. They can search for particular snaps or stories by typing in keywords such as “dog” or “Hawaii,” Snapchat stated in its post.
“We’ll be rolling out Memories selectively over the next month or so—it’s a big change for our service so we want to make sure everything is running smoothly,” the company stated on its blog. “You’ll receive a chat from Team Snapchat when Memories is ready for you to use.”
It may be a bid to attract more Gen X and older consumers who are used to maintaining collections of photos and other multimedia on platforms like Facebook, Pinterest and Tumblr. At the same time, The Wall Street Journal earlier this week reported that Snapchat is gaining traction with older users.
Check out the video Snapchat put together for today’s announcement: