Snapchat's Test to Go from Popular to Mass
Snap, Inc. is well on its way to an IPO this year. It’s been working quickly to position itself as a good bet for investors and make itself even more attractive to advertisers, including implementing guidelines to restrict potentially risqué content from Snapchat Discover and working to secure media commitments from agency holding companies. Perhaps, the biggest and most important update is Snapchat’s new layout.
The new Snapchat layout started rolling out over the past couple of weeks but is now available to all users. It emphasizes one thing Snapchat hasn’t emphasized in the past, usability. The previous version of Snapchat relied on swipes and showed icons with no real clarity on what they did. Users just needed to try things out and learn. The new app relies on a search bar to link users to content they may want to share and interactions they may want to do. It’s not a completely intuitive process, but it goes a long way toward making the platform more usable for non-power users.
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