Find out how Snapchat’s redesign will affect branded content
Snap has redesigned Snapchat in a way so that it effectively separates social and media into two parts of the Snapchat app. With the new design, the marketing metrics also may change. Econsultancy columnist Patricio Robles has published an article on how the new design of Snapchat may affect the branded content.
On how the brands may affected, Robles says, “Already, there’s speculation about the impact Snapchat’s redesign will have on brands.
One possibility is that brands could come out ahead, as the separation of friend content and professional content will help professional content stand out. As Marketing Land’s Tim Peterson observed:
People’s Stories feeds may have previously been so full of their friends’ Stories that brands’ Stories were overshadowed. Now friends’ Stories will be separated into the Friends tab, and the Discover tab’s algorithm will take into account whether a person follows an account when ranking its content. As a result, brands stand a better chance of being discovered.
On the other hand, it’s also possible that the separation will hurt brands if users don’t frequent the new Discover page as often. In effect, Snapchat’s redesign will reveal just how big a pull brand content is and will force brands to be on their content game”.
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