Redesigned Snapchat App Separating the Social from the Media

30 November, 2017, 14:07 | Author: Darren Santiago
  • Snap CEO Evan Spiegel slams social media – and says Snapchat isn't social media

There's now a split between friends and everyone/everything else.

The new window to the left of the camera will now show only message threads and Stories from friends.

Media - Snapchat users that sign on after the update will notice that stores from Media, such as companies and creators, are now on the right side of the screen.

This is a pretty major update, to say the least.

"By separating consumer conversation from brand and publisher conversation, we are witnessing the death of organic branded dialogue and the birth of splintered social", said Doug Rozen, chief digital and innovation officer for Omnicom media agency OMD.

The redesign may not have Influencers flocking back to the app just yet, but it's the first step in mending a once strong relationship.

After that, it's different. Just like the Friends page, content showcased on Discover will change and adapt over time based on your interests and what you like to watch the most.

On the Left is the Friends page.

"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".

In Axios' signature bullet points, Spiegel talks about how the Facebook algorithm's reliance on a user's connection with friends, as opposed to their own interests, has enabled the rise of fake news and "mindless scrambles for friends or unworthy distractions". In other words, Snapchat is basing your experience off your movements in the app. Snapchat is watching what you're doing with the app, and reacting intelligently.

"You can think of it as a more sophisticated Best Friends algorithm that makes it easier to find the friends you want to talk to, when you want to talk to them".

"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. Take that for what you will, but any sort of automatic organization based on my activities has me suspicious.

While marketers might welcome these developments and a fresh look for Snapchat, the app's users, which number at around 178 million, could find the switch jarring, as is frequently the case with redesigns.

The Discover page works with similar personalization, with your subscriptions up on the top.

Snapchat's redesign draws a clear line in the sand, posing a direct challenge to its competitors like Twitter, Facebook and Facebook's image-sharing app Instagram and breaking from the way most social media - and many digital platforms, broadly - are structured. The good news is, humans will be helping. "The personalized newsfeed revolutionized the way people share and consume content". Snapchat posts can't go viral within the app like those on Facebook.


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