Snapchat is rolling out a major update, referred to as "Simple Snapchat," which aims to streamline its user interface and boost engagement by centering around three core activities:

1. Chatting

2. Snapping

3. Watching videos

The redesign includes several significant features, such as integrating Stories and Spotlight into a unified video feed powered by AI, and new tools designed to help creators grow their audience. Currently in the testing phase, this overhaul is part Snapchat’s attempt to compete more directly with TikTok by simplifying the experience while enhancing content discovery and creator engagement.

Understanding the Update

The “Simple Snapchat” update revolves around simplifying how users navigate the app, making it more intuitive and personalized. When users open Snapchat, they will still be greeted with the familiar camera interface, but from there, things change.

The app is now divided into three main sections:

• Snapping: The middle (home screen) of the app is dedicated to Snapchat’s core function—taking and sharing snaps. This remains unchanged to provide users with the quick and easy access they’ve come to expect from the platform.

• Chat: On the left side, users will find their chat conversations, which now also house their Stories. A shortcut button at the bottom of this screen also leads directly to Snap Map, encouraging users to turn online interactions into real-world connections.

• Personalized Video Content: Swiping right from the camera opens a full-screen feed that combines Stories and Spotlight videos into a unified viewing experience. This new feature is powered by an AI recommendation system, prioritizing content based on user preferences, trends among friends, and popular topics. By doing this, Snapchat aims to deliver a more relevant and personalized experience, encouraging users to engage more with content.

For creators, Snapchat has introduced a simplified profile design that allows users aged 16 and up to toggle between personal and public accounts, making it easier for those looking to reach broader audiences while maintaining private interactions with friends.

Additionally, Snapchat’s Snap Star Collab Studio is expanding partnerships between creators and brands, providing opportunities for collaborations that can accelerate audience growth.

Why It Matters

It may be worth keeping an eye on Snapchat. As they invest in repositioning the app for a new phase of chatting and video consumption, the resilient platform could be poised for growth.