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Snapchat’s New Era: Merging Stories and Spotlight
Snapchat’s latest redesign marks a significant shift for the app and its stakeholders. The new approach will merge Stories and Spotlight into a single, TikTok-like feed. This consolidation aims to streamline user experience, but the reaction from various quarters has been mixed.
Impact on Publishers
It could be the end of an era for publishers on [Snapchat](https://www.businessinsider.com/snap-advertising-struggle-2023-10). Historically, Snapchat’s Discover feature has been a haven for professional media, giving them prominent placement and revenue-sharing opportunities. However, the new design raises concerns that publisher content could be overshadowed by user-generated material. For example, shows from media companies like BBC Studio’s “Funny Parts” or BuzzFeed’s “Tasty” could get lost in the shuffle.
Redesign Details
The “new and simplified” Snapchat will integrate the Stories tab, which currently features a blend of still images and videos from friends, publishers, and [creators](https://www.businessinsider.com/how-to-make-money-on-snapchat-according-to-creators-spotlight-lenses). This content will now be combined with Spotlight’s vertical video feed, creating a personalized algorithmic experience prioritizing friends’ videos. The fear among publishers is palpable; they worry about their content’s visibility in this new format.
One executive at a medium-sized Snap publisher said, “Our revenue from the app is already down 12% to 13% year over year. This redesign could worsen it.”
Reactions from Publishers
Media executives have varied reactions. “What I don’t know is whether this is good, bad, or neutral for publishers,” said one exec who produces shows and other content on Snapchat. Another expressed optimism, stating the change might spur more user interaction with their show content, though clutter in the feed remains a concern. A third executive noted that any platform mixing publishers and creators typically bodes poorly for traditional media, adding that their Snapchat revenue had already been in decline.
Snapchat’s History with Publishers
Snap first courted publishers in 2015 with [Discover](https://www.businessinsider.com/snapchat-launches-new-discovery-feature-2015-1), luring big names like ESPN and Vice with preferential placement and ad revenue shares. Over time, this evolved into TV-like premium video series and Snap Originals, sometimes funded by Snapchat itself.
However, as [user-generated content](https://www.businessinsider.com/snapchat-creates-overnight-millionaires-with-spotlight-creator-fund-2021-1) surged on platforms like TikTok, Snap’s focus pivoted to individual creators. Their Spotlight feature and associated monetization programs like Snap Stars and Spotlight Rewards have attracted influencers by sharing ad revenues.
The CEO’s Perspective
Snap CEO Evan Spiegel remarked during an [August call with analysts](https://s25.q4cdn.com/442043304/files/doc_financials/2024/q2/Q2-FY24-Transcript-Final.pdf) that merging Spotlight and Stories aims to make the app “most compelling and easiest to use, especially in terms of content discovery.”
Creators: The New Beneficiaries
As Snap’s attention shifts from publishers to creators, influencers are gearing up for potential gains. Sophie Crowther, talent partnerships director at Billion Dollar Boy, believes the redesign could boost discoverability and monetization opportunities for creators. This aligns with Snap’s trend of focusing on the creator economy, mirroring moves by other major tech platforms.
Ben Jeffries, CEO of the influencer marketing agency Influencer, added, “If publishers are creating communities on Snapchat, it can be a fresh monetization opportunity. They can create more community on the platform and separate the notion that there are two different aspects to the platform.”
Current Performance and Outlook
There are mixed reports on recent performance. Some publishers have flat or slightly increased revenues from Snap, while others are scaling back their presence. A Snap spokesperson stated that despite these varied experiences, overall user engagement with creator content has grown.
Future Prospects
Snap has not yet disclosed a specific date for the new feed design implementation, though it is anticipated in the first quarter of next year. Communication and apprehensions about this transition persist among publishers.
In the words of another publisher executive, “The lack of communication around this redesign has been stunning.” Changes in Snap’s team and job cuts have compounded these uncertainties.
Yet, even amidst these concerns, the redesign may hold promise for both creators and publishers, fostering a new ecosystem of content and interaction on Snapchat.
