Snapchat Previews Redesign That Splits Its Social Media From Its Publisher Content

30 November, 2017, 14:05 | Author: Juana Mckenzie
  • Snapchat

Social stories and chats are now left side of the screen This includes messages and content from friends. Snapchat users will see it change depending on the people they connect with on a regular basis. The new Discover page also has a new ad unit called Promoted Stories, which debuted last week and let brands create Discover channels filled with their own content.

Snap announced details on Wednesday about the upcoming redesign to its flagship app, which will start rolling out to some users later this week.

"Separating social from media has allowed us to build the best way to communicate with friends and the best way to watch great content - while addressing numerous problems that plague the internet today", Snap said in its blog post. Using algorithms, Snapchat will learn which friends you want to talk to and when you want to talk to them, making it easier to find your top friends and discourage publishers from following users back as an attempt to flood their "friend" list.

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Scattered among those headlines are links to more serious stories: "After the Olympics, a Nightmare in Rio" (The New York Times), and "North Korea Just Launched a Ballistic Missile" (CNN), but the vast majority of the editorial content featured on Snapchat today is lightweight fluff.

Snapchat is separating what friends share and what media organizations publish in an attempt to appeal to a broader range of users. To the right, Snapchatters will see a redesigned "Discover' page with Stories from publishers, creators, and the community via Snap Map, Search, and Our Stories". It will feel more personalized over time and with usage, according to Snap.

The Snapchat app has always been a horrendous lag-fest on Android. "While blurring the lines between professional content creators and your friends has been an interesting internet experiment, it has also produced some odd side-effects (like fake news) and made us feel like we have to perform for our friends rather than just express ourselves".

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Snap's philosophy in pushing a strong separation of friend interactions and media content is driven by the belief that there's a difference between "what's popular and what's important", Bell said.

Right now there's no way to avoid seeing Snapchat's branded content unless you just don't look at Stories at all, due to them being in roughly the same place.

Speaking at the Business Insider Ignition Conference in NY on Wednesday morning, Snap vp content Nick Bell said of the redesign, "We think it's a much cleaner solution".

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"Snap is about chatting with your friends, about conversations that happen every day and all day", he said. 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. Snapchat says it will release new tools next year to help publishers turn a profit, though it didn't specify its plans.


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