Snapchat To Take On Instagram With Latest Feature 'Memories'

Now when you save a picture or video to your camera roll before you post on Snapchat, the snap will be saved into memories, a private archive within the main app where content will be stored on Snapcha'ts servers.

Memories can be then saved for future viewing and curated to create long-form stories of personal memories that can be shared.

"You can use Memories to create new Stories from Snaps you've taken, or even combine different Stories into a longer narrative! It's fun to celebrate an anniversary or birthday by finding a few old Snaps and stringing them together into a new Story," the Snapchat blog post read.

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The battle between the social media giants heats up as this new feature undoubtedly is taking aim at Instagram (Facebook Inc FB) where users can save their highlights and share them at a later date.

It is not without risk, however, as a key driver to Snapchat's platform initially was the fact that the content disappeared forever.

How ever the new feature plays out, Snapchat continues to be a major disruptor in the social media world.