Snapchat is reportedly working on expanding its Stories feature outside of its own app with a new initiative called “Stories Everywhere.”

Sourcing a person familiar with the matter, livestreaming news network Cheddar reported that the Stories Everywhere feature would allow Snapchat Stories to be shared in other applications and on the web.

Snap Inc. went public earlier this year with the largest technology initial public offering since Alibaba Group Holding Ltd. went public in 2014. But this year has been very difficult for Snap, as the company last month reported slowing user growth and revenue.

Snapchat is facing strong competition from Facebook Inc.-owned Instagram, which has rolled out many Snapchatlike features over the past year. Last month, Snap reported its number of users had grown by just 3 percent from the previous quarter, to 178 million, lagging far behind Instagram Stories with 300 million users. Meanwhile, Spectacles, the company’s first hardware product, didn’t sell as well as initially hoped.

Snap has also hired Rahul Chopra, the former chief executive officer of Storyful, an agency that sources and verifies content on the web. Chopra will be responsible for leading the new “Stories Everywhere” initiative.

Development is still in the “early stages,” but Stories Everywhere would allow users to share videos on various platforms through a web player, according to the source, giving Snapchat more exposure. The web player would also prompt users to sign up for Snapchat, allowing the company to try to boost its user count.

Cheddar compared Snapchat’s latest initiative to the time when Twitter Inc. rolled out support in 2011 to embed tweets in blog articles. If Snapchat’s Stories Everywhere feature pans out, it could give it the edge over rivals Facebook and Instagram, which don’t offer support for sharing its content on other platforms — yet.  

The Stories Everywhere initiative comes alongside news that Snap has restructured its content division slightly and added new roles under Vice President Nick Bell. In a separate memo sent out to employees and obtained by Cheddar, Bell outlined the team’s goals for 2018: “increase the overall output of content in the redesigned Discover feed, widen content distribution and double-down on news.”

Snapchat Discover, which is a feed of professional and user-generated videos, is only available for a small percentage of users today. Facebook rolled out its own Discoverlike feature in August called Watch.  

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