Is Snapchat's Redesign Enough to Draw Influencers Back to the App?

Snapchat redesign

When users open Snapchat, for instance, they will still see the app's camera first. The main difference with Snapchat is that its 178 million average daily users won't be served content based on what their friends like and share.

The redesign will be available to users starting in the next few weeks.

"The new Snapchat separates the social from the media", Spiegel said.

"This will provide a better way for publishers to distribute and monetise their Stories, and a more personal way for friends to communicate and find the content they want to watch".

The application's past designs listed friend stories in the same feed alongside content from media partners, but the company kept changing how prominently it displayed those made-for-Snapchat mobile magazines - where it makes much of its revenue from advertising. And it puts to the right of the camera all premium publishers, pro social media stars you follow and aggregated stories from search and Snap Map in the Discover section, curated by humans and sorted by your past viewing behavior.

Snap Inc has already said the update will hurt its profits in the short term, but it's hoping more users will stick around (rather than jump to Instagram) because of the increased focus on friends.

Snap can't afford to start losing users this early in its career as a publicly-traded company, nor can it afford to turn off the media outlets that produce the bulk of its premium content. Facebook recently tested splitting its Newsfeed into two separate streams in a manner similar to what Snapchat is doing now - one for user posts, one for media entities, with the former prioritized - which hampered publisher traffic and raised a considerable alarm.

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While a feed-based system is unproved with Snapchat's younger user base, the redesign represents an opportunity for Snap to better target its ads at a time when investors are questioning the business's ability to grow.

Snap's approach here breaks with the algorithm-driven methods of other tech companies like Google and Facebook, per the Times, in that the company will vet all material produced for its right "media" side to ensure it agrees with content and community standards.

"Snapchat began as an escape from social media, where people could send photos and videos to their friends without the pressure of likes, comments, and permanence", Spiegel wrote.

Today we're announcing a new and improved Snapchat - organized around your relationships and personalized just for you!

The Snapchat app has always been a horrendous lag-fest on Android.

Now, when you finish watching one Story, Snap will show a brief interstitial screen with the name and a preview of the next friend's Story. This changes how most of the content is shown to users and also includes some new features. "We think this helps guard against fake news and mindless scrambles for friends or unworthy distractions".

Dividing content may make it hard for companies who are trying to squeeze their snaps between friend posts to get noticed. Unlike Facebook or Twitter, which found their platforms manipulated during the 2016 election, Snapchat isn't really a social network: the ephemeral photo- and video-messaging service isn't set up to allow information to go viral.

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