Summary of Snapchat tests 'simple' version of the app without Snap Map or Stories tab | TechCrunch

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    Snapchat's Simplified App Aims to Beat TikTok

    Snapchat, the disappearing photo messaging app, is trying a new approach to compete with TikTok. They're rolling out a streamlined version called “Simple Snapchat,” which de-clutters the user interface to make it easier to use.

    • Simple Snapchat removes the Snap Map and Stories tabs from the home screen.
    • It simplifies the navigation bar to three icons: chat, camera, and Spotlight.
    • Spotlight, Snapchat's answer to TikTok, combines short-form content from friends, creators, and brands into a scrollable feed.

    The Simplified Approach: A Focus on Chat, Camera, and TikTok-Like Features

    Snapchat wants to make it simpler for users to focus on three core aspects of the app: taking pictures, chatting with friends, and enjoying short-form entertainment. By streamlining the experience, they aim to appeal to a broader audience, including those who find the current app difficult to navigate.

    • Stories and Snap Map are still available, but now appear in the chat and Spotlight tabs respectively.
    • The app is now being rolled out to a small group of users in select countries.

    Snapchat's History of Redesign and User Response

    The concept of a simpler Snapchat isn't new. In 2018, Snapchat introduced its first major redesign, which faced backlash from users. The redesign moved Stories between private messages, causing frustration and a loss of loyal users. This time around, Snapchat is putting Stories back in a prominent spot, hoping to avoid similar negative responses.

    • The 2018 redesign was met with a backlash from celebrities, advertisers, and even 1.2 million users via a Change.org petition.
    • Snapchat had to partially undo the redesign due to the user backlash.

    Spotlight: A More Direct TikTok Competitor

    Spotlight, Snapchat's dedicated TikTok competitor, plays a central role in the simplified app. It consolidates various forms of short-form content, including Stories from friends, content from creators, and content from brands. This integrated approach aims to offer a more engaging and streamlined entertainment experience, keeping users within the app longer.

    • The app is expected to include content from publisher partners in Spotlight, offering a wider variety of content for users to enjoy.

    Simplifying for Accessibility: Reaching a Wider Audience

    The move towards simplification is aimed at making Snapchat more appealing to a wider audience, particularly older generations who have found the app difficult to use. This shift reflects the growing popularity of TikTok and the increasing importance of short-form video content for social media engagement.

    • Snapchat's CEO, Evan Spiegel, stated that the changes are designed to make the app more accessible, addressing concerns about its complexity.

    Snapchat's Future: Competing with TikTok

    Snapchat's simplified app represents a strategic move to compete more effectively with TikTok. The focus on short-form entertainment, particularly within Spotlight, emphasizes the importance of keeping users engaged with engaging, bite-sized content. By streamlining the user experience and integrating TikTok-like features, Snapchat hopes to capture a larger share of the short-form video market.

    • Snapchat is positioning itself to appeal to a broader user base, including those who are already accustomed to the TikTok interface.

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