However, the changes are not so monumental as to magnify the social media darling of the millennial court's appeal past its current demographics.
"This is analogous to media 30 years ago: a modern-day telephone for conversing with friends on the left and reinvented broadcast television set for published conversation on the right". It's the most potent part of the whole redesign, and could seduce users who were losing their best friends' Stories amongst the noise. Essentially, your friends' content and branded content will now be on different "pages" within the app, meaning that their stories are no longer intermingled.
What Spiegel means is that the Discover section of the app, which shows channels run by media companies like BuzzFeed, NBCUniversal, Hearst, 21st Century Fox, Tastemade, will appear on one side of the app to the right of the camera.
"While blurring the lines between professional content creators and your friends has been an interesting Internet experiment, it has also produced some unusual 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. "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". Without ever naming the company's arch-rival, Evan Spiegel blames it for the spread of fake news, for destroying human relationships, and weakening the media.
Snapchat is also addressing one of the common critiques of the app - that it was hard to find friends to follow - by taking an algorithmic approach to its friends page.
So how does Snap know who's a friend, and who's a brand? That's what the Snap crew said about this new Snapchat.
Snap is attempting to make the latter aspect a core piece of its value proposition as opposed to a band-aid fix by vetting all professionally-produced content on its platform in-house.
"The thing our clients care about is they want to be on platforms with lots of engagement", Shapiro said. Meanwhile, advertisers and investors are using the social media giant as a benchmark for the much-smaller company's potential.
Snapchat is also updating its algorithms to better personalize what users see on the app. "All the platforms have to police their content to make sure it's advertising-friendly".
Each feed will be ranked based on the user's viewing habits and the media brands to which they've subscribed.
As Spiegel explained, the new division is reaction to negative trends in the social media space, like the spreading of "fake news" and inauthentic self presentation.