June 7, 2016: Today, Snapchat users received an update that changed the layout of the network’s “Stories” and “Discover” tabs. The new layout is a sign that Snapchat is really starting to take itself seriously as a media provider. With large graphics, attention grabbing headlines, and a newspaper-esque template, it’s a big difference from the previous look and feel of the stream.
The Discover tab, which once felt like a secondary network within Snapchat, has always appeared to be a neglected area. In the previous layout, only the brand identity was present, so channel content was really a “blind item.” Now, bold headlines will allow users a preview of that day’s content from each channel, putting more pressure on publishers to generate eye-catching click bait. This advertiser-friendly update may pull in more publishers interested in a seat at the high-priced, content-thirsty Discover page.
The update, besides changing the UI, adds “subscriptions” as a new feature. Users can now subscribe to Discover publishers they like the best, in which case the content of that channel will appear right next to the stories followed by their friends and favorite celebs. This will encourage click-through and channel views even more, and will be a better way for publishers to make and track KPIs.
Why now?
This is a tricky and experimental time for Snapchat as it finds its place among the social networks and media distributors of the internet. Slated to make over $1 billion in revenue next year, it has been working hard to keep a happy balance between users and advertiser dollars. And getting the balance right is critical: many social giants have tried and failed at preventing their streams from becoming “ad farms ” that alienate users. In fact, this failure – and the mass migration that followed — has partially led to the success of Snapchat. Users love the unique friend-generated content, private and “disappearing” photos, and lack of billboard advertising clogging up their feeds.
Is Snapchat edging up to the “Spam” Line?
With rumors of an “algorithmic” feed in the works and this new magazine-like Discover, is Snapchat stepping a toe over the dreaded “spammy” line? Will users balk at the self-serving Discover stations and move on to the next new network that emerges? It’s too soon to tell how Snapchat’s young and impressionable fan base will respond to the changes. Personally, the humor, live content, and picture messaging from friends are the reasons I’m on there… not for the news. I don’t need more Buzzfeed stories thrown in my face when I can just go to their website, or Twitter, on my own time.
Snapchat represents the social sharing of the “every day” person: with imperfections, goofiness, and a total lack of “endgame” (schlepping of products, lifestyles, or personalities). While I do understand that Snapchat needs to make money and this is the solution, I also happen to be a marketer; Snapchat’s user base may not be as understanding or as tolerant as I am.
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