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

30 November, 2017, 14:03 | Author: Pamela Mathis
  • Snapchat user

In an editorial for Axios this morning, Spiegel wrote, "The Snapchat solution is to rely on algorithms based on your interests - not on the interests of "friends" - and to make sure media companies also profit off the content they produce for our Discover platform".

The Discover page to the right of the app - where the professionally produced stories and shows from media and entertainment brands live - is also getting a more personalized touch and will adapt to the interests of the user. This changes how most of the content is shown to users and also includes some new features.

Snap says that the update will roll out to a "small percentage" of users this week, with a wider release scheduled for the coming weeks.

"After all, how many times have you shared something you've never bothered to read?" Instead, you'll see the providers you subscribe to at the top of the page, followed by content Snapchat thinks you might be interested in.

When users open Snapchat, they will still be greeted by its main camera page, which has been a feature of the app since its early days as primarily a tool for sending disappearing messages. The left side of the app has always been for chats with friends, and the right side has always been for brands. Today, the company announced an updated design for Snapchat, but this isn't the all-new Android app we've have been waiting for.

"This secret is hiding in plain sight" was about a calculator app that hides nude photos on your phone, while "Gucci Mane's new hair has the internet shrieking" covered the rapper's new $500 haircut and "These Celebs get REAL about losing their virginity" featured Joe Jonas and others discussed having sex for the first time.

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"We believe that this balance of human review and machine personalisation provides the best content experience on mobile".

Dividing content may make it hard for companies who are trying to squeeze their snaps between friend posts to get noticed.

Snap executives hope the reorganization will lead to more conversations between close groups of friends. The more you chat with someone and watch their stories, the higher in the feed they will rise. Snapchat has reintroduced autoplaying Stories after it killed the feature past year. It uses a "more sophisticated Best Friends algorithm" to sorts friends based on how users communicate with them and understand who users talk to most.

The new look is created to make the app easier to use and drive more viewers to videos from media partners.

The move could have negative consequences for publishers, who are accustomed to their stories appearing in a central feed alongside stories from users' friends, likely generating more views as a result. "This is a challenging problem to solve because the obvious benefits that have driven the growth of social media - more friends! more likes! more free content! - are also the things that will undermine it in the long run".



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