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Snapchat’s New Features: Tactical Genius?

Snapchat's New Features - wow. For those of you that haven't heard of Snapchat, you should have. It's the mobile app launched in 2011 that allows users to send videos and pictures that self destruct after a few seconds. For more info watch popular Youtube personality Casey Neistat explain what Snapchat is in the video below.

For those who know Snapchat, let's get down to the nitty gritty. Today I updated my Snapchat and found some awesome new features.

This blog will not only talk you through Snapchat's new features, it will delve into the tactical genius behind the new features.
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This blog will teach you 3 awesome things;

1. What Snapchat's new features are.

2. Why I believe the new features are tactical genius.

3. How to use the new features. (you can download our free 'Snapchat's New Features: Simple How to Guide' below)
New Feature 1: Animated Selfies a.k.a 'Lenses'

This is undoubtedly the most awesome of all the updates. Before doing anything, just watch the example videos below.

Be warned: It is annoyingly addictive.
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New Feature 2: Paid Replays and the Trophy Case

Personally, this isn't as awesome as the previous feature for me. Maybe it's because I'm still a child at heart. However, this update is a huge part of the 'Tactical Genius' section below.

Anyway, you can now unlock extra replays via an in-app purchase. You still get a free reply every 24-hour period, but now you can get an additional 3 by paying $99 (£0.63), 10 for $2.99 (£1.93) or 20 for $4.99 (£3.22).

Even with these replays you can still only replay a particular snapchat 1 time, so these must be used for separate messages.

The Trophy Case is another update. Again, personally, this doesn't appeal to me, but I can see it's 'Teenager' target market loving this.

Users can now receive 'trophies' for their achievements on Snapchat. Each 'trophy' is a different emoji that represents a different achievement, such as reaching a certain score or using a certain feature.

Download our 'Snapchat's New Features: Simple How to Guide' above to quickly see how to access this feature.
This is the interesting bit. Are Snapchat's new features tactical genius? This is a very intriguing question which I think has a very simple answer - yes.

I don't believe that Snapchat are using the new 'paid replay' feature as a substantial revenue source. Snapchat are already valued at $16 billion and their new(ish) 'Snapchat Discover' Feature offers huge paid advertising revenue from the likes of ESPN, CNN, McDonalds, Yahoo! etc.

Put it this way, Snapchat aren't exactly strapped for cash.

The reason I believe these 'new features' are tactical genius is simple - staying fresh.

Technology companies need to 'stay fresh'. They need to continue to bring something new. Something innovative. Something fresh.

Some other examples of this are Facebook's new live video feature and Instagram's new photo sizes and filters. These are prime examples of tech companies 'staying fresh'.

Users like to feel there are still things going on. See what happened to My Space, they didn't stay fresh. They weren't innovative enough and they didn't provide substantial updates. Coupled with the other awesome features which teenagers will go crazy for, this is a recipe for success.

Who knows, I may be completely wrong. People may go crazy for the paid replays and Snapchat will be even more rolling in $$$.

What are your thoughts on the new updates? I'd love to hear in the comments below.
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Daniel Knowlton
Daniel Knowlton
Dan is the award winning Co-founder of KPS Digital Marketing who was named #12 Most Influential Digital Marketer on Twitter in the world in 2016 by Onalytica. Dan is a contributor for a variety of key marketing publications including Social Media Examiner, Content Marketing Institute and Jeff Bullas’ Blog. He is also a keen speaker and has spoken at events internationally for a variety of organisations including NatWest and The Royal institute of Chartered Surveyors. Dan has a passion for helping others learn how to get to grips with Digital Marketing and is obsessed with providing value for his community.