Snap Inc. introduced a shiny, completely new Snapchat design Wednesday. The redesign places posts through friends in addition to media company content into two separate tabs, in addition to could make Snapchat a bit easier to use. although which’s about which. Because rather than alter the struggling app’s fundamentals, the redesign simply reorders its features, leaving the company essentially inside the same place which was before: down inside the stock market, losing key influencers to Facebook, in addition to struggling to convince advertisers to spend with which.
inside the “completely new” Snapchat, your friends still send snaps in addition to post Stories. in addition to media companies still post Stories in addition to create Discover content. although there’s no completely new breakthrough feature, nor does there appear to be a major completely new revenue generator to entice skeptical advertisers. “adjustments nothing,” one advertising executive told BuzzFeed News after reviewing the app’s completely new look. “which actually gave me a headache.”
Snapchat redesigned its app because its business will be flailing. The company badly missed its revenue targets last quarter after a series of disappointing earnings reports, in addition to added millions fewer users than expected. When turning in these subpar results, Snap Inc. CEO Evan Spiegel told investors his company would likely make Snapchat simpler to use, pulling a move directly through the struggling social platform handbook: When the auto breaks down, give which a fresh coat of paint.
Snapchat’s investors could use some expect, in addition to Spiegel stretched to give which them in a bylined article in Axios where he bizarrely positioned his app’s completely new design as a major change with the potential to heal society. The post read as an attempt to position Snapchat as the anti-Facebook in addition to Twitter, which took beatings through Congress earlier which month for their role in Russia’s campaign to sow discord in US politics.
“The personalized newsfeed revolutionized the way people share in addition to consume content. although let’s be honest: which came at a huge cost to facts, our minds in addition to the entire media industry,” Spiegel wrote, taking an opportunistic poke at his competitors. “With the upcoming redesign of Snapchat, we are separating the social through the media, in addition to taking an important step forward towards strengthening our relationships with our friends in addition to our relationships with the media.”
which’s a fine sentiment, although the product fundamentals which isolated Snapchat through the problems plaguing its competitors, through fake in addition to sensationalized news to foreign meddling, remain unchanged. Snapchat’s completely new design has no public share button — the app never had one. in addition to the absence of the share button limits the reach of posts shared by friends, meaning fake, sensationalized, or system-gaming posts can’t spread like they do on some other platforms. which may be a virtuous element of Snapchat’s product, although which’s certainly not due to which redesign.
Snapchat’s fresh completely new look won’t change society, in addition to which doesn’t seem likely to change the perspectives of its advertising customers either. In one Facebook group of advertising professionals, the news of the Snapchat’s redesign was greeted largely with indifference. “Thanks for letting me know there was a Snapchat redesign,” one member said, indicating the app isn’t commanding the same attention through ad agencies as which did when which was a hot startup shooting toward IPO.
So, Snapchat carries a completely new design, although which’s still awash in problems:
Its stock will be trading approximately 20% below its IPO cost
which’s got hundreds of thousands of unsold Spectacles wasting away in a warehouse
Its user growth will be slowing
Advertisers losing interest in its platform
Facebook has successfully cloned its marquee “Stories” feature in wildly well-liked apps like Instagram in addition to Whatsapp
With each stumble, Snapchat will be looking more in addition to more like Twitter, another hot social platform which sold its IPO hard, took off, in addition to then fell painfully back to earth. Here’s what Spiegel said about Snapchat’s need to rework itself earlier which month: “One thing which we have heard over time will be which Snapchat will be difficult to understand or hard to use, in addition to our team has been working on responding to which feedback.” today here’s Twitter’s Jack Dorsey in 2015 in his first earnings call as interim CEO amid ongoing financial turmoil at the company: “We continue to show a questioning of our fundamentals in order to make the product easier in addition to more accessible to more people.”
Four years after going public Twitter will be still trading below its IPO cost. Snapchat will be hoping to avoid a similar fate, although which completely new design seems unlikely to solve its problems.
Alex Kantrowitz will be a senior technology reporter for BuzzFeed News in addition to will be based in San Francisco. He reports on social in addition to communications.
Contact Alex Kantrowitz at firstname.lastname@example.org.
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