Yesterday Snapchat rolled out their newly designed homepage in hopes of improving user interaction for their publisher’s content. The video and photo-sharing platform’s new design emphasizes publisher subscribe buttons, creative headlines, and new placements. Snapchat’s naturalized progression of capitalizing on publisher sponsored content is an inevitability of any social media platform lifecycle.
With approximately 20 publishers, some of which include Vice, MTV, and IGN, Snapchat’s goal is to keep their content community and professionally focused so that users consider their stories just as appealing as what their friends share with one another. Publishers are recognizing the importance of their presence on Snapchat; so much so that have created their own dedicated team of Snapchat story curators. For example, IGN has 4 employees that curate video game stories while MTV has and 11-person team to create and share their stories.
Snapchat and their partnership with publishers is a revenue sharing program; however, their recent design revamp is a result of many publisher complaints that they only receive a fraction of Snapchat’s traffic. While publishers (and Snapchat) are unclear if their new changes will boost their viewers while the platform A/B tests their design, switching up the user experience is a step in the right direction for the platform’s long-term income strategy.
Another publisher on Snapchat’s platform, Tastemade, made a comment last week about their anticipated redesign. Oren Katzeff, head of programming said, “Everything [up until now] has been behind a wall—you have to press the logo to then get taken to the experience.” He went on to say, “What’s exciting about the redesign is that it allows you to take some of the content that’s performed well and showcase it more.”
Peer Schnieder, general manager and co-founder of IGN also made a comment about the redesign. “Let’s face it, [before the redesign] if you don’t know the IGN brand, you don’t know what it means.” Schneider went on to say, “You may be able to infer that it’s related to gaming from the logo—it looks a little bit like a controller—but you don’t really know what the edition is about.” With Snapchat’s new design, IGN can now more easily promote Game of Thrones coverage.
With the addition of a subscriber button, users may now also dictate the type of content they wish to see. Similar to how Facebook, Twitter, and YouTube have followers and subscribers, this will enable users to not have a diluted feed of content, which maintains their current user experience.