Snapchat steps up challenge to Instagram with host of new camera features

"The messaging app, which is due to file its first quarterly results, since going public, on Wednesday, has also dialed back on its trademark ephemerality with a new service that lets users share a Snap for an infinite time. Dubbed Limitless Snaps, the tool will let Snapchatters share images with their select friends without restricting the amount of time the recipient can keep the image open. Images will still disappear after they've been viewed, but the Snap automatically close after a set number of seconds."

"The platform has also introduced a Looping Video service, which isn't too dissimilar to Twitter's now defunct Vine service, as well as a Magic Eraser which can be used to make objects in pictures disappear. It has also added the ability to doodle on images with emojis. The creative toolkit now appears at the side of the screen for Snapchat users, with the launch aligning with Snap's wider ambitions to be a camera company."

"When it went public Snapchat's parent company promised investors growth, not profit. Last week it announced plans to further open up its ad inventory to brands in the UK, US, Canada and more with the introduction of a new self-serve platform; a move which could result in a long-term revenue bump for the app. In the short-term, however, data from Verto Analytics estimates that audience growth in the US - Snap's largest market - was fairly flat, decreasing by 67,000 to hit 36.3 million."

Snapchat introduced several new camera tools including Limitless Snaps, which lets selected friends open images for an unrestricted time before automatic closure after viewing. The app launched a Looping Video feature similar to Vine, a Magic Eraser to remove objects from photos, and emoji doodling. The creative toolkit now appears at the side of the screen, reflecting a broader push toward camera and augmented reality capabilities such as World Lenses. Snap also expanded its ad offerings with a self-serve platform aimed at brands in multiple markets, while short-term US audience growth remained fairly flat.

Read at The Drum