Welcome to
2018, @Snapchat
Snapchat has
finally given users, including brands and influencers, the ability to @-tag another
user in a Story. This feature will make it easier for users to find and mention
friends, and likewise, it will be helpful for brands — as any mention from an
influencer will let his or her followers seamlessly find and follow the brand
that influencer is promoting. Thus, companies and influencers everywhere are
hopeful that the new @ feature will be an effective tool in driving follower
totals and exposing them to new audiences.
“Tagging could help Snapchat better intertwine Stories
and messaging, which now live in the same tab after the big redesign. Story
tags could spark conversations that lead to the back-and-forth visual communication
that Snapchat pioneered,” says Josh Constine of TechCrunch. “With Instagram
having cloned and refined Stories, Snapchat needs to promote its best-in-class
ephemeral messaging feature to stay differentiated.”
While Snapchat says that they’re just testing this
feature and have not released any additional details, brands and influencers certainly
hope it is here to stay. If the @ mention is indeed effective in driving
follower growth, we may see brands invest more in their Snapchat presence in
the future.
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