Snap Inc. is currently testing a “simplified version of Snapchat” in an effort to enhance the platform’s accessibility and usability, as CEO Evan Spiegel revealed in a letter to employees. This move comes after the company has faced a tumultuous year, with its stock price plummeting by nearly 50% in 2024. Spiegel addressed concerns about the company’s slow growth, acknowledging the need to attract a wider range of users, particularly older individuals who have found the app challenging to navigate.
The history of Snapchat is marked by attempts to address the criticism that the platform is difficult to understand and use, especially for older demographics. In a bid to appeal to a broader audience, Snap underwent a major redesign in 2018, which backfired spectacularly. The changes, which included integrating Stories into the messaging interface, sparked widespread backlash from users and influencers alike. A Change.org petition calling for the removal of the update garnered over 1.2 million signatures, underscoring the extent of the dissatisfaction among Snapchat’s user base. The redesign not only alienated younger users but also failed to attract new older users, resulting in a decline in ad views and revenue for the company.
Spiegel emphasized in his letter that Snap is approaching the simplified redesign with caution, learning from the missteps of the past. Early tests of the new version have shown promising results, but the company is keen on being deliberate and thoughtful in implementing changes of this magnitude. The memories of the 2018 redesign debacle loom large, serving as a reminder of the pitfalls of rushing into drastic alterations without thorough consideration.
Alongside the announcement of the simplified Snapchat version, Spiegel also outlined Snap’s broader business strategy, which includes ventures into augmented reality (AR) glasses and new advertising formats. The CEO touted Snap’s Spectacles as a unique offering in the AR glasses market, seemingly disregarding competitors like Meta’s Ray-Bans. Additionally, the introduction of new ad placements, such as Sponsored Snaps and Promoted Places, aims to breathe life into Snapchat’s struggling ad division by providing advertisers with innovative ways to engage with users.
The rollout of a simplified version of Snapchat represents Snap’s latest effort to address longstanding issues with the platform’s user experience and expand its user base. By learning from past mistakes and taking a cautious approach to change, Snap hopes to strike a balance between attracting older users and retaining its core audience. The success of this endeavor remains to be seen, but one thing is certain: in the ever-evolving landscape of social media, adaptation and innovation are essential for staying relevant and competitive.
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