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 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 the experimental Snapchat app in a lengthy blog post discussing the company’s ups and downs over the past 13 years, its latest earnings, and its plans for the future.
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 in your chat inbox as new Snaps alongside your friends’ messages. The good news is that you won’t receive notifications for these Snap ads, and opening the messages is optional. However, as The Verge points out, if you never open one, the ads could appear above your actual friends’ messages.
It’s likely the company came up with this new, more intrusive ad placement as a response to its sluggish share of the advertising market. Spiegel said the company has been able 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.
