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.