Snapchat’s
recent redesign has sparked backlash among its users, but despite these widespread
complaints, CEO Evan Spiegel has vigorously defended the change. “The tech is
an important piece but I think the harder part you can’t get around is the time
it takes to learn,” Spiegel said. “Even the complaints we’re seeing reinforce
the philosophy. Even the frustrations we’re seeing really validate those
changes. It’ll take time for people to adjust, but for me using it for a couple
months I feel way more attached to the service.”
While
consumers may not be embracing the redesign, brands are singing a different
tune. Nascar, for example, reports that since the update, they have seen a
viewer increase of 80 percent due to the more prominent position on the
platform for publishers and influencers. With the redesign, content from brands
is being surfaced more readily in the “Discover” section and more viewers are
being exposed to content that would have otherwise been buried.
This
intentional move is helping Snapchat improve its relationship with brands and
giving them more opportunities to reach users. With this shift,
we will likely see increased spend and presence on the platform from brands. “Snapchat
is trying to make this resurgence,” says Ryan Detert, CEO at Influential, "The
next big step, beside keeping the user base happy, is trying to keep the people
who monetize the platform happy."
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