Snapchat has added a new tool to let users collaborate by posting their photos and videos to custom story threads, giving the platform a way to potentially cut into the wedding hashtag market so prevalent on its rival Instagram.
Custom Stories, as they’re called, let a person add friends to a specific story, which can be designated by specific users or a location via Snap’s geofencing feature.
In a blog post today announcing the news, Snap said it’s “perfect for a trip, a birthday party, or a new baby story just for the family.”
To create a story, users can tap the “Create Story” icon in the upper right-hand corner of the Stories page. If a story hasn’t been updated within a 24-hour period, it disappears in typical Snap fashion.
On the other side of the social media arms race, Instagram this morning unveiled a similar tool, which lets users search through the platform’s own Stories feature based on a location or hashtag.
Starting today, users viewing Stories within the Explore tab will see new rings featuring certain locations—rather than only fellow users—based on who has tagged that location within their own posts.
In a way, the biggest differentiator between the platforms’ pair of announcements today is that while Snap is keeping true to its identity of being first and foremost for a smaller group of friends, Instagram is focusing on helping users find other people they might not already know.
In a blog post today announcing the updates to Instagram’s Explore tab, the Facebook-owned company said it’s a way to “see what’s happening around you and find stories related to your interests.”