Revolution: we will soon be able to see Snapchat content without Snapchat.
Unlike most of its competitors, Snap, right in its boots, had never given in to the temptation to make its content visible or public outside of its application. Basically, without the Snapchat app, there is no Snapchat, the very definition of the closed vase.
This may well change soon. Snap is experimenting with a feature to share some content outside the mobile app. This is only for the moment a test will be made available for some users of the app starting next month, but could possibly be extended more widely afterwards.
The horror: some Snapchat content soon visible in a vulgar web browser!
This experience will initially be limited to publicly viewable content that is already intended for publication, such as the original Snapchat content and the "Our Stories" section. Snap already allows users to share this content within its application, but the experience will allow users to share Snapchat content outside of its application as well. Shared links will open in the Snapchat application if it is installed, or in a mobile web browser if it is not. It will be interesting to see how the links are formed and if they are accessible from a PC browser, in case of sharing by email for example.
"We're always looking for ways to make it even easier to access and share Snapchat's engaging and current content with your friends," said a Snap spokesperson in a release.
Snap has previously demonstrated its willingness to encourage users to share stories outside of its application. Now it is taking it one step further by making it easy for users to share content that was previously owned by Snapchat outside of the app, such as its own "Snap Originals" shows, content from its Discover partners and celebrity Snaps.
Is this a strategic turning point for Snap? It may be a little early to say, but this type of change would be in line with the modifications made - carefully and in homeopathic doses - by the application some time ago.