Can Snapchat break the social media mold with its split-feed redesign?

Snapchat redesign

Ultimately, "While we view simplification of the Snapchat user experience as a positive, we view the changes here as too gradual/evolutionary to trigger a significant broadening of Snapchat's appeal beyond its core demos/geos".

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

Social - The new update splits Social and Media content into two seperate sections.

Techcruch says that Even if Snapchat struggles to add more users amidst Facebook's competition, its new algorithms could get loyalists spending even more time and seeing more ads in the app.

Snap already confirmed that it would be redesigning the Snapchat app so to make it easier to use, addressing a longstanding complaint for the social ephemeral messaging app.

Snapchat is also bringing back the auto-advance feature for friends' Stories, meaning that after viewing a story from one of your friends, a user simply has to tap the screen if he or she wants to watch the next story in the queue.

The new Snapchat Discover page will feature a personalized feed of content from the app's more than 70 media partners along with Stories about breaking news events and specific locations, sourced from public videos shared by users and edited by humans at Snap. Change might be necessary, however, as Snapchat's interface has been repeatedly copied by Facebook of late, including through Instagram Stories, which is now Snap's main competitor and a frequent pain point for the company.

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"While blurring the lines between professional content creators and your friends has been an interesting Internet experiment, it has also produced some unusual side-effects (like fake news) and made us feel like we have to perform for our friends rather than just express ourselves", Snap wrote in a blog post.

The new app starts going to a small percentage of users first. Most importantly, however, the app now makes a clear separation between how users communicate with their friends on a personal basis and how users interact with media. When you swipe left, you see a list of all your friends, and tapping one will let you send text messages (or Snaps).

"While blurring the lines between professional content creators and your friends has been an interesting Internet experiment, it has also produced some unusual side-effects (like fake news) and made us feel like we have to perform for our friends rather than just express ourselves", Snapchat wrote in a blog post. From the camera, swiping right would open chats and conversations with friends.

"This will continue to set us apart from other platforms", Snapchat's announcement said, "and help us ensure that each user sees multiple perspectives from a wide variety of publishers and creators, and continue to protect our community from filter bubbles and fake news".

So how does Snap know who's a friend, and who's a brand?

As the Times noted, Facebook and Twitter, along with Google, last month testified before Congress in regards to the roles their platforms played in influencing the last US presidential election and how Russian operatives manipulated their services to spread misinformation.

"The advancements made are certainly favorable to brands and should lead to more adoption and increased advertising revenue", Jason Beckerman, CEO and co-founder of Unified, said of the Snap news in a statement.

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