Snapchat was built on the concept of ephemerality: once you see a message, it disappears forever.
Starting Tuesday, Snapchat is making its messages feel less fleeting by letting them replay indefinitely. A new infinity icon will allow a photo or video message to be replayed forever until the receiver exits the conversation thread. Snapchat messages, called “snaps,” could previously only be seen for up to 10 seconds before they disappeared.
“We’ve all felt the frustration of not being able to fully enjoy a Snap – even after replaying it – and we wanted to give you the option of allowing the recipient to enjoy your Snap as long as they’d like,” the company wrote in a blog post on Tuesday. “After your friend finishes viewing the Snap and taps to close it, it will delete as usual.”
The change is a notable one for Snapchat, which in its early days earned a reputation for sexting because of how quickly its messages disappeared after being viewed. The app has since popularized the Stories format, which shows photo and video messages in chronological order that disappear after 24 hours. Facebook has aggressively copied Stories in its full suite of apps in recent months.
Snapchat’s change to one of its core features also comes a day ahead of the company’s first earnings report since it became a publicly traded company in February. Wall Street is looking for signs that Snapchat is still growing and that the competition from Facebook hasn’t taken too great of a toll.
Snapchat also added a few new creative tools on Tuesday, including the ability to draw with emojis and a “magic eraser.” A redesigned menu for the app’s editing tools will “provide a foundation for introducing even more creative tools for making fun Snaps,” the company said.