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One of the most common criticisms of Snapchat is that it is not very intuitive and very difficult for new users to navigate. Personally, I have no idea how to use Snapchat at all and find TikTok much easier to use. Apparently Snap is aware of this issue and is currently testing a “light version of Snapchat.” Snap CEO Evan Spiegel revealed the existence of an experimental Snapchat app. Long blog post We discuss the company’s ups and downs over the past 13 years, its latest earnings, and future plans.
The simplified app “aims to improve accessibility and usability,” he said, adding that early tests have been well-received. Additionally, the app could lead to better app performance and faster overall load times. Still, Spiegel said that despite the reaction to the app, the company would “consider changes of this magnitude with caution.” This likely means that Snap is still thoroughly testing the app and won’t be rolling it out anytime soon.
In addition to revealing the existence of a simpler Snapchat, Spiegel also revealed that the company is testing new ad formats. One format, called Sponsored Snaps, will appear as new snaps in your chat inbox alongside messages from your friends. The good news is that you won’t receive notifications for these Snap ads, and opening the messages is optional. The Verge However, if you don’t open the ads, they may appear over your real friends’ messages.
It’s likely the company came up with this new, and potentially more intrusive, ad placement as a response to its sluggish share of the advertising market. Spiegel said the company has managed to reverse two years of year-over-year revenue declines, but that its ad business is growing slower than its competitors. He also said that expanding the company’s digital ad business is key to its long-term revenue potential, and that Snap investors are starting to worry that the company’s growth is slowing.
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