For a long time Snapchat has strictly refused a search function. They did not want to suggest any personalized content and contacts to their users. Now, just before the planned public offering, Snapchat comes a step closer to its competition such as Facebook and Instagram.
The search function is intended to make it easier for the user to find friends, brands or influencers. Currently, Snapchat offers the new search feature named “Universal Search” only for selected people with Android smartphones. Soon, it will be available to all Android and iOS users.
It is also speculated that the new search function will continue to generate advertising revenues in the future. Snapchat’s search function could be particularly interesting for brands and influencers. According to media reports, the company is currently not planning to market the search function, but sponsored placements within the search results would certainly be an attractive new advertising opportunity for Snapchat.