'Downtown' Josh Brown Doesn't Like Snap's New Search Feature - Snap (NYSE:SNAP)

Snap IncSNAP

introduced a new search feature on Friday, which would allow users search stories submitted to the "Our Story" feature. While this may open the door to new advertising opportunities, it also poses a threat to the

social media's

one true advantage over its peers, "Downtown" Josh Brown argues. The CEO of Ritholtz Wealth Management and contributor to CNBC's "The Halftime Report"

explained

that the new search feature could signal the end of users' ability to operate on the platform without the watchful eyes of their parents.

However, unless the Snaps are saved specifically to the "Our Story" option, the same premises remain as they always have — that the communications disappear after an allotted time.

No Longer The Garden Of Eden?

Brown suggested that the initial appeal of Snapchat's young users was that it is a social media platform for people that are "sick of being the same network of their parents." As such, they would remain un-searchable as you need to know a user's handle in order to connect them. Snap's Long-Term Growth Trajectory Is Bullish, But Near-Term Is Concerning Analyst: Snap Should Be Worried About Facebook's New Features

"If you are now going to change that and make people's Stories searchable, this could be one more thing to push millennials and say, 'Maybe Snap isn't quite the Garden of Eden of privacy I initially expected,'" Brown said.

Brown did acknowledge that the majority of people over the age of 40 aren't rushing to join Snapchat to see what their kids are up to because the platform itself is confusing for anyone in that age group.

Aside from the new search feature, Brown believes Facebook Inc FB's Instagram property will continue to beat Snapchat.