Trying to keep Instagram at bay, the folks at Snapchat are no doubt in overdrive working to create new products and features for its users. Their latest feature is called “Custom Stories” which the company announced this morning via it’s website. Custom Stories allows users to create stories about anything in collaboration with friends who can also add to the story if granted access. Each story can be specific to a location that can only be viewed by who the creator of the story chooses. Custom Stories follows behind a slew of new features introduced over the past few months by Snap. In April the company introduced ‘New World Lenses’ which allows users to “paint” the world around them with new 3D experiences!. The company then followed that up with the launch of “Limitless Snaps” earlier this month which introduced new tools for users including a Magic Eraser and an infinity feature that lets users enjoy snaps longer and a new loop feature similar to Instagram’s Boomerang. Snap Inc has been getting hit hard by Instagram whose stories is far popular than Snapchat’s. Some brands have also been cooling on Snapchat turning their focus to Instagram which has a bigger audience and can integrate with their brand pages on Facebook.