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undergroundnewsroom.com December 18, 2017


Snapchat starts algorithm-personalized redesign splitting social and media

30 November 2017, 02:05 | Jenny Fowler

Snapchat’s new design borrows one important ingredient from Facebook’s strategy algorithmic organization of content

Snapchat’s new design borrows one important ingredient from Facebook’s strategy algorithmic organization of content

It's a relatively simple change, but one that should please some users who were exhausted of Snapchat pushing branded content in their face.

The redesigned app will be available to a small percentage of users right away and roll out to everyone "in the coming weeks", Snap said.

Social - The new update splits Social and Media content into two seperate sections.

Snapchat introduced a new redesign of their app meant to promote more sharing among friends while pushing professionally produced content into a separate news feed. Snap is down 2 percent today, potentially because the redesign mostly shuffles existing content rather than adding big new things, but Facebook is down 3.75 percent, perhaps because Snap is correcting some of its core flaws here and adopting Facebook's algorithmic approach.

That's where Stories from published, Snap creators and community stories will live with anything a user subscribes to at the top of the page, followed by other stories the algorithm thinks might be of interest to a user.

Snapchat hopes these drastic changes will protect users from fake news, which CEO Evan Spiegel says was created by social media because "content designed to be shared by friends is not necessarily content designed to deliver accurate information". Swiping right will pull up the Discover page, which features editorial content and shows, sponsored content, community and creator snaps, and other non-friend posts based on user interests.

The news comes at a time when Snap is under pressure from slow user growth and competition from Facebook and Instagram. Most importantly, however, the app now makes a clear separation between how users communicate with their friends on a personal basis and how users interact with media.

"While blurring the lines between professional content creators and your friends has been an interesting Internet experiment, it has also produced some odd side effects (like fake news) and made us feel like we have to perform for our friends rather than just express ourselves", Stories notes in a blog post.

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Camera - Snapchat points out that it hasn't made changes to the camera with its new update.

Previously, content from friends mingled and competed with professional content in one pane on the right. This has always been, in my opinion, a major obstacle to scaling the app, which is a problem when you're a publicly traded advertising company.

"While blurring the lines between professional content creators and your friends has been an interesting Internet experiment, it has also produced some odd side-effects (like fake news) and made us feel like we have to perform for our friends rather than just express ourselves", Snapchat wrote in a blog post. You can still see stuff here that brands you like share, and friends you still consider creators - not close friends, like you see on the left.

The new friends page is dynamic.

Dividing content may make it hard for companies who are trying to squeeze their snaps between friend posts to get noticed.

Or maybe it will as users become inundated and overwhelmed by a social media environment - primarily on Facebook, but also on Twitter - that has become bloated, noisy, and at times, toxic. That's what the Snap crew said about this new Snapchat.

"We believe that this balance of human review and machine personalisation provides the best content experience on mobile".



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