Today (July 6), Snapchat debuted a new feature called “Memories” that allows users to save individual snaps and use them again later. It’s a significant change for the popular messaging platform, whose trademark feature is the sharing of photos and videos that disappear into the ether after a few seconds. Now you can show friends events and activities preserved from the past, you know, like memories.
The best part of Snapchat’s announcement is the 50-second video that the Los Angeles-based company is using to advertise its new feature. It depicts an attractive 20-something couple sharing snaps of their vacation in Hawaii to the young woman’s parents at dinner—al fresco, of course.
The ad not so subtly underscores the cultural differences between technology companies based in Los Angeles and ones in and around San Francisco, 380 miles to the north. Snapchat, which is valued at about $20 billion, has helped to usher in a wave of venture capital-backed companies setting up shop in the glitzier LA and its environs.
Our first clue that we’re likely in Los Angeles, and not Silicon Valley (or anywhere else in the world), is the tanned boyfriend, who’s fully equipped with a man bun and thoughtful one-liners.
Next we see the couple’s escapades in Hawaii, which includes mountaintop hand-holding, mountaintop hand gesturing, and goat-feeding.
At the video’s grand finale, the young woman’s father reacts curiously to seeing his daughter in a bikini.
It’s clear that Snapchat, with its 150 million active users (comprised mostly of millennials), is targeting young people. Previous video ads have also shown young people traipsing about Los Angeles (video), incorporating Snapchat into their adventures.
Still, the popular app is catching on with so-called “olds”—that is, people 35 or older. Roughly 15% of that age group uses Snapchat regularly, versus just 2% three years ago.