There will always be a value to the nostalgia we place on anything vintage. In a day when excess is celebrated, visual memories aka photos are taken way too many times than most would like it, and honestly is turning into an unhealthy obsession. Partners Polaroid and Edinburgh-based Blipfoto, who are looking to relaunch themselves and expand into the U.S. have come up with a new strategy. This one is unique. It serves two purposes: curb your obsession with photography to one picture a day and create memories that are meaningful and will have a certain value as they age with time, much like good wine.

Now, when there’s Instagram why would you ever need another app? Blipfoto is an app that is a photo journal with the Polaroid feature, but so is Instagram. With a toolbox that can be rarely matched by the other apps fighting for breathing space in the photo journal industry, Instagram slows down the curation process, especially when you have a massive album of pictures to choose from. Blipfoto allows you a whole day to curate your album and pick the one “moment” of the day that will make it to the app.

According to Polaroid and Blipfoto, almost 1.8 million photos are uploaded each day by anyone with a camera phone. Available for two of the world’s admittedly biggest smartphone OS platforms Android and iOS, and the web, Polaroid’s latest feature offers users the luxury of documenting their life in pictures, by limiting it to one thoughtful picture a day. How does this limitation make for a USP you ask? Well, here’s Polaroid’s CEO and President Scott Hardy telling you, “As more and more consumers gain access to connected devices, this number is sure to grow exponentially. However, the truth is that the majority of these photos have little meaning or impact.” With Blipfoto, users are allowed to post a picture a day with text included. Ironically this strategy comes from Polaroid, a company that embraced digital technology since the advent of instant print and encouraged users to take more pictures, However, what Polaroid sees in its decade-long project partner, Blipfoto is the broad connection that the both of them are about “life’s moments.”

If you haven’t heard about Blipfoto, I wouldn’t blame you. Opened only in 2006 to the public, this decade long project progressed when funding from Versko and Ken Morse besides others came in 2010. In the four years since then, Blipfoto’s user base has grown exponentially in the UK and Europe and to almost 175 countries. The iOS app has been in operation since 2009, however the Android app has only been in circulation in the recent past. According to Blipfoto, an update is around on the horizon, and this hopefully, will propel it to the top of the charts.

I’m confused about how this concept is going to increase app engagement. Most apps I know, want us to access them all the time. They come up with polarising features to ensure we’re in touch with them all the time. Nobody’s going to use Polaroid if they’re limited to one picture a day. The Popular and Nearby photo tags allow you to like, comment or share other photos, but once that’s done, Polaroid will have to go back to the list of background apps no one cares about.

With instant prints and the vintage effect nailed to the tee by many other apps that mimic Polaroid’s signature effect, it doesn’t take much to figure out that Polaroid is trying hard to differentiate itself from the others. Will this strategy work? I’m not sure it will, but if you’re addicted to sharing photos on apps and want to take the first step in the 12-step program to cleanse yourself, try Blipfoto.