Snapchat introduces new features allowing endless retention and group streak maintenance
In a move to align with social commerce trends and group-based marketing strategies, Snapchat introduced two new features on September 13, 2025: Infinite Retention and Group Streaks. These innovations are a response to community feedback and represent Snapchat's adaptation to user expectations while maintaining its competitive positioning in the social media landscape.
The Group Streaks feature expands streak functionality to group dynamics, requiring sophisticated participation tracking algorithms to keep the streaks alive. Group Streaks continue as long as most of the members participate, potentially supporting more sophisticated advertising targeting and campaign optimization, though the company has not indicated specific advertising applications for the new features.
On the other hand, Infinite Retention allows users to preserve individual conversations indefinitely. This feature necessitates modifications to Snapchat's data architecture, including persistent storage solutions and modified data handling protocols. In addition to Infinite Retention, Snapchat has also introduced customizable themes and message retention, and expanded its creator payment program with new monetization terms.
Snapchat's advertising capabilities have been expanding as well. In October 2024, the platform extended its ad reach with new placements in chat and map. This was followed by the introduction of Sponsored Snaps in chat tabs and Promoted Places on Snap Map. In August 2025, Snap expanded Sponsored Snaps amid platform challenges and growth metrics.
The company's efforts to improve advertising have not gone unnoticed. On June 30, 2025, DoubleVerify debuted social attention measurement with a Snap partnership. This partnership aims to provide advertisers with insights into how their ads are performing on the platform.
Despite these advancements, Snapchat faces ad revenue headwinds. On April 29, 2025, the company hit 900 million monthly users, according to platform metrics indicating continued user growth. However, the company's ad revenue growth has been slower than expected, possibly due to increased competition in the social media market.
The development and implementation of these new features remain a mystery, with no publicly available details identifying the specific individuals behind them. Regardless, it's clear that Snapchat is committed to staying at the forefront of social media innovation.
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