Memories makes sense as a way to keep the app’s  core demographic, 18-24 year olds, engaged as Snapchat builds its advertising business. Snapchat’s 100 million daily active users are on the app for an average of between 25 and 30 minutes a day, according to the company.

The new feature, however, could make Snapchat seem like any other social media platform and hurt its popularity. Unlike photo sharing services such as Instagram, Snapchat feels more real because all the content is recorded inside Snapchat. Now, since users will be able to edit and format content ahead of time, Snapchat content could start resembling its older social media predecessors–like Facebook.

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