This is HUGE! We've been waiting for Snapchat to introduce this feature for so long. Snap has always kept friend circles closed off and private. That worked just fine when Instagram stories didn't exist. Snap was the place for instant, private, tight knit communities and conversations. However, this closed loop stunted its growth and potential as a true contender to Facebook and Instagram. Now that it's losing ground rapidly to Instagram it has finally thrown its rule book out of the window. So what have they introduced? You can now mention your friends in your posts. When someone swipes up on your post they are greeted with profile links and add buttons, allowing networks to grow and flourish. This will be great news for the fame-hungry public, bloggers and brands. It allows collaborative business efforts to be fruitful in new ways and will certainly give people a reason to open the app again. Well done Snapchat!