Snapchat still opens up with the camera app as its "home page", but introduced a new "Friends" page when you swipe to the left. It will feel more personalized over time and with usage, according to Snap.
Snapchat is also implementing a new Netflix-inspired algorithm that sorts content based on previous user behavior, rather than simply relying on friend recommendations or the chronology of the posts.
"This secret is hiding in plain sight" was about a calculator app that hides nude photos on your phone, while "Gucci Mane's new hair has the internet shrieking" covered the rapper's new $500 haircut and "These Celebs get REAL about losing their virginity" featured Joe Jonas and others discussed having sex for the first time. However, the pages to the left and right of it have received a major overhaul.
The idea is not completely new. Swiping right from the camera shows your friend's Stories, as well as a variety of sponsored "articles". The real changes appear either side of the camera. The stories tab blended content from friends and brands, to sometimes confusing effect.
"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", the company wrote in the blog post that accompanied Spiegel's video.
"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", Snapchat wrote in a blog post.
So how does Snap know who's a friend, and who's a brand?
As for the page to the right of the viewfinder, this is being dubbed as the "Discover" page.
Snapchat has revealed a redesign that gives publishers their own area of the app, away from messages from users' friends, and empowers an algorithm to decide what media content people see. The more you chat with them and watch their stories, the higher in your feed they will rise. "While many people view Snapchat as a social media service, it is primarily used to talk with friends-like visual texting", Spiegel said.
Importantly, Snapchat is bringing back Stories auto-advance, but with a twist. Snap said it will release new tools to help creators profit from their work on Snap.
Snapchat's redesign draws a clear line in the sand, posing a direct challenge to its competitors like Twitter, Facebook and Facebook's image-sharing app Instagram and breaking from the way most social media - and many digital platforms, broadly - are structured. But for Snap, the stakes are high.
Snapchat's CEO hinted at a redesign of the application at the beginning of November, and today that redesign has officially been announced. The idea of a more intimate social experience is laudable, and it offers an alternative to Facebook, but it may not provide the kind of growth investors expect for a social networking app.