Snap, the company behind the Snapchat app, is testing a simplified version of its app, CEO Evan Spiegel announced in a letter to employees.
The move is aimed at improving the platform’s accessibility and usability, especially for older users who often struggle to navigate Snapchat. This isn’t the first time the company has tried to simplify its interface. In 2018, a major redesign was poorly received by users, leading to harsh criticism and a drop in engagement on the platform. This time, Snap seems to be proceeding with more caution.
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A response to Snap’s financial crisis?
In addition to wanting to improve the user experience, this initiative comes in a difficult context for Snap. In 2024, the company saw its stock price fall by nearly 50%, an alarming signal for investors who are worried about the lack of growth. Spiegel, in his letter, admits that the company has not met the expectations of the financial markets. He hopes that this simplification of Snapchat could reinvigorate the user base and therefore revive growth.
Older users, who often struggle to understand Snapchat’s current interface, may finally find something to their liking. In addition, the company also wants to introduce new revenue opportunities through more personalized and effective advertising. Snapchat is considering new advertising features, including Sponsored Snaps, which would send advertising messages directly to users’ private chats.
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Innovations to attract advertisers
The other major goal of this overhaul is to boost Snapchat’s advertising division. The company announced new options such as “Promoted Places,” a feature that allows advertisers to promote specific locations via the Snap Map. Additionally, the company also hopes to innovate with its augmented reality glasses, Spectacles, which offer an immersive augmented reality experience. Although competition is strong with companies like Meta, Snap hopes that these innovations will once again attract the attention of users and advertisers.
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Snapchat’s simplification and new features reflect a desire to adapt to a changing market. By making the app more intuitive and introducing additional revenue opportunities, Snap is trying to address its current challenges while laying the groundwork for its future.
