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How Snap’s Redesign Could Help, and Hurt, Publishers

When Snap CEO Evan Spiegel this month revealed plans to redesign the Snapchat app, he outlined a strategy to help celebrities and digital publishers get better distribution and make more money on the app. But while some new features could accomplish that goal, others could hurt traffic for media companies on the platform.

The mixed impact of the changes shows the fine line Snap is walking as it redesigns the app, both for users and media firms trying to reach them. Mr. Spiegel noted on the company’s earnings call earlier this month that the redesign could be “disruptive to our business in the short term,” though it was a move the company had to take.

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By boosting user growth, these changes could help make Snap more appealing to advertisers. That’s important for publishers, which are often uncertain about whether having a presence on Snapchat, either through Discover or official accounts, is worth the investment. At least one publisher said it was holding back on creating a show for the platform because it was unsure it could make money off of it. Other media companies have said their Snapchat shows are profitable.

Linda Holliday commented on this article.
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