With rising usage of Instagram’s new Stories feature, Snapchat has been feeling the pressure to innovate in order to keep brands and marketers interested in its 161 million-strong user base. On March 31, Snapchat introduced a new feature using advanced machine learning technology allowing users from select cities to search through over a million user-generated Stories submitted on “Our Story.” Users can now type in a single keyword and find curated, relevant, and unique Stories all around the world. However, the new feature also enables users to find content from specified locations. Snapchat hopes that their new search tool will increase user time spent on the app and prevent cannibalization from Instagram. For brands and businesses, this discovery feature could be an instrumental tool to raise awareness and engagement with the millennial demographic.

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