Snapchat is testing an easier version of its app

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One of the most common criticisms of Snapchat is that it’s not very intuitive, making it challenging for new users to navigate. Personally, I never quite got the hang of it and find TikTok much easier to use. It seems Snap is aware of this issue, as the company is currently testing a “simplified version of Snapchat.” Snap CEO Evan Spiegel mentioned this in a detailed blog post where he discussed the company’s journey over the past 13 years, along with its recent earnings and plans.

The new app aims to enhance accessibility and usability, according to Spiegel, who noted that early tests have yielded positive feedback. The simplified version could also lead to better app performance and faster load times. However, Spiegel emphasized that the company will be cautious and deliberate before rolling out such a significant change, indicating that further testing is likely and the app may not be released anytime soon.

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In addition to announcing the simpler Snapchat, Spiegel revealed that the company is experimenting with new ad formats. One of these formats, called Sponsored Snaps, will appear as new messages in your chat inbox, alongside messages from your friends. The good news is that you won’t receive notifications for these ads, and opening them is optional. However, as The Verge points out, if you don’t open these ads, they could sit above your actual friends’ messages.

This new, potentially more intrusive ad placement seems to be a response to Snap’s lagging performance in the ad market. While Spiegel noted that the company has managed to reverse two years of declining year-over-year revenue growth, its advertising business is growing slower than its competitors. He also highlighted the importance of expanding the digital advertising business for Snap’s long-term revenue potential, noting that investors are becoming increasingly concerned about the company’s growth pace.