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23snaps is Going Global - First Stop: Brazil

Posted on 4.17.2014

:: Ilan Nass, Fueled ::


23snaps, the British startup widely known as the "Facebook for families" and the "Instagram for parents" is expanding internationally, and bringing its private social networking service to families in Brazil.

With 23snaps, users are allowed to capture and share unmissable moments with the family and friends they are connected with. Unlike Facebook, which has become a place for people to befriend both distant and close friends, family and acquaintances, 23snaps is a platform where you can just focus on your loved ones. The app is private and secure, so you never have to worry about your content reaching people you didn’t share it with.

The app offers parents the ability to share updates about their children. With the app's new feature, 'Stories,' users are able to combine photos, videos and text in a long-form sequential pattern. Meaghan Fitzgerald, chief marketing officer of 23snaps says that this new feature allows "a single narrative from beginning to end, tell stories about their children's lives and share them privately with loved ones.” Instead of the mundane status updates on Facebook, which tend to be of people complaining more often than not, this new 'Stories' feature is a creative way to coerce users into becoming better storytellers. The 23snaps app offers a new take on the family album, by turning it more into a fun-filled family scrapbook that you can keep with you everywhere you go.

The app is slated to launch in Brazil on April 15 2014, at an event in Sao Paulo, Brazil for the Portuguese language version of their popular and free app. More than 500,000 registered users from 179 countries use 23snaps but Brazil marks the first non-English variation for the British company’s service. 

Fitzgerald provides more insight into the Brazil expansion. She claims that, "Brazil is a perfect market for 23snaps,” especially since it has a large number of smartphone users, and a highly social and family-oriented culture. The Brazilian smartphone user market is estimated to surpass 75 million people in 2014 which makes it a great fit for 23snaps’ first international launch.

23snaps’ Brazilian launch is supported by UK Trade and Investment (UKTI) government body and the British Consulate in Brazil. The app was showcased at a technology trade mission to Brazil organized by the UKTI. Says Keith Moses, director of the Expedition, “23snaps really stands out from the tech crowd, and we were impressed with the high quality of the brand, potential to operate on a global scale and penetrate a new market such as Brazil.”

Expanding internationally is the obvious next step for the app. The market for families wanting to constantly keep their loved ones updated will always thrive. The company believes that every parent should have a private but accessible way to share their most precious moments with loved ones, regardless of distance, technology or language. Now, with the added effort of removing the language barrier, the app's growth is set up to flourish.

Based on the success of the new Portuguese version of the app, Fitzgerald and the rest of the 23snaps team plan to continue creating additional versions of the app for other countries and languages. According to Fitzgerald, the team is planning to release at least one more localized version of the app within 2014. They are currently considering BRIC emerging markets, Asia and South America as future targets. 

The startup was founded in 2012 by Ivailo Jordanov and Yury Tereshschenko, and is available for free on iPhone, iPad, Android, Windows 8, online and through a Wi-Fi enabled digital photo frame.


Ilan Nass is the head of marketing at Fueled, the leading iPhone app builder in New York City, renowned for its award winning mobile design and strategy.

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