Snapchat has been the notorious platform of sharing “in the moment” content ever since its release back in September of 2011. It began with the simple exchange of images and one-liners (literally) back and forth between users with a time limit anywhere between 1-10 seconds of viewing before it disappeared into the ether forever. By October 2013, it added the Stories function to allow users to temporarily store those timed images into a sequenced format that could be viewed an unlimited number of times within a 24-hour period before they disappeared yet again into limbo.

Just based off of those two innovations alone, what would you guess to be the next update?

Here we are in July of 2016 and now Snapchat has evolved yet again by adding the Memories update. Where there is the ether of forever lost snaps, now users will have the option to store their favorite ones into the Memories archive where they can later access them for… well… memory purposes. You can also now upload images and videos straight from your device, mess around with them in the editor and then post them on your Story. They were even kind enough to add a “My Eyes Only” function that allows you to password protect some of your more intimate and “I swear that’s not me” moments in case someone else’s eyes are perusing through your Memories.

Like Gary Vaynerchuck, a social media mogul and avid practitioner of Snapchat, I can also hear all the cries of Snapchat straying away from their original core value of the in-the-moment image exchange that made their app so unique in the first place. I get it. It’s an understandable argument to make, but I agree with what Gary has to say about initial thoughts of change:

“Change is always fought at first.”

And it is, especially in the tech and social media industry, but eventually that withers way and we all move on with more important matters (most of us at least). Sure, not everyone is going to like the direction Snapchat is heading with this at first, and maybe it’ll permanently discourage long-time users from using it so much any more. But they aren’t getting rid of their in-the-moment principle. In fact, I think it’d be rather silly of them to even consider thinking about that since it is the idea that got them to where they are now. Snapchat is simply adding features to their ever-growing platform, just like Facebook, Twitter, Instagram and YouTube have been for the last however many years. That’s how the tech industry works. You don’t have to use Memories if you don’t want. There is no clause that says you will banished into exile if you don’t find some use for it in the next month. But should you snap a moment that you feel needs to be saved for a later time, now you don’t have to fret anymore over losing it forever.

Swing by the source article on Gary’s website for his “two cents on Snapchat’s strategy.”