Remember the days when anything you shared through Snapchat would disappear up to 10 seconds after being viewed? The social app has already moved on from that with its ‘Stories’ feature, where snaps stay public for 24 hours.

Now it’s launching something called ‘Memories’ – a private archive of all a user’s snaps within the Snapchat app, from which they can be pulled out and reposted at will. It’s a change in emphasis for the app, which now has an estimated 150 million daily active users – becoming a record of their snaps rather than just an ephemeral-sharing tool.

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Music Ally's Head of Insight

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