Snapchat Plans to Merge Its TikTok-Like Spotlight Feature with Stories for a More Unified User Experience

Snap Inc.Snapchat
Written By Lindsey Gamble

Snapchat

During Snapchat’s Q4 2023 earnings call, CEO Evan Spiegel revealed his plans to unify the user experience by merging Spotlight, its TikTok-like feature, with Stories. He also wants to utilize Spotlight’s ranking mechanisms and recommendation engines to enhance Stories.

Why It Matters: Social media platforms are increasingly simplifying the user experience, from tweaking navigation bars to consolidating content formats. At one point, Instagram was even considering merging Reels and Stories into a single feed.

Snapchat will follow suit with the eventual rollout of a unified experience for Spotlight and Story content. Recent sightings of a vertical, scrollable feed for Stories resembling Spotlight suggest this unification isn’t far away.

This consolidation not only enhances the viewing experience but also delivers more relevant content to users, fostering increased engagement and attracting advertisers. Despite now having 800 million monthly active users, Snapchat’s ad business lags behind many competitors.

Lindsey Gamble http://www.lindsey-gamble.com
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