Snapchat introduces many useful features

Snapchat is introducing a series of new features aimed at enhancing the experience for content creators, focusing on improved editing tools, better audience insights, and the ability to preserve content that was previously ephemeral. These updates arrive at a time when user engagement on the platform is reportedly higher than ever, with more people watching content across the app’s different surfaces. According to the company, the new tools are designed to help creators make the most of that growing attention.

One of the most significant changes addresses a longstanding issue with Snapchat: video editing. While the app's existing tools work well for short, casual clips, they’ve proven difficult for users trying to create more polished, professional content. To remedy this, Snapchat is launching a new Timeline Editor, set to roll out soon to creators in the United States. This new feature provides a simplified editing timeline where creators can easily cut, rearrange, and refine their videos with greater control and less frustration. Users will still be able to add the familiar Lenses, music, and effects during the process, but the overall editing workflow promises to be much more intuitive.

Complementing this is the new “Create a Video” template, which is now available globally on iOS. This tool allows users to quickly turn their saved Memories—photos and videos stored in the app—into shareable compilations. After selecting a few media files and choosing a song from Snapchat’s library, the app automatically generates a complete video. This feature is aimed at users looking for a fast, low-effort way to produce cohesive and engaging content from their archives.

In addition to making content creation easier, Snapchat is giving creators more detailed insights into how their audiences are interacting with their content. A range of new analytics tools has been introduced to move beyond simple view counts. One of the key new metrics is “Returning Viewers,” which tracks how many users have watched a creator’s content at least 12 times in the past 30 days. This offers a clearer picture of audience loyalty and long-term engagement. Other new metrics include “Spotlight Average View Rate,” which shows how much of a video is typically watched before viewers drop off, and “Views by Traffic Sources,” which helps creators understand where their audience is coming from—whether it's the Discover page, search results, or the user’s own feed.

Perhaps the most notable shift in Snapchat's content philosophy comes with the introduction of the “Auto-Save Stories to Public Profiles” feature. Traditionally, Snapchat Stories were designed to disappear after 24 hours, a core part of the platform’s identity. But with this new option, public Stories posted by creators will now be automatically saved to their profiles. Snapchat says this change will help creators build a lasting archive of their work, allowing fans to revisit key moments and gain deeper insight into a creator’s journey over time. It also offers creators a way to maintain a consistent content presence, making it easier for new followers to explore their past work.

These new features reflect Snapchat's continued effort to support its creator community in a competitive digital landscape. As other platforms push short-form video and long-term audience building, Snapchat appears to be evolving from its roots in disappearing content toward a model that balances spontaneity with sustainability. With improved editing, robust analytics, and better content preservation, creators now have more tools than ever to grow and engage their audiences within the app.