Snapchat Tests Simplified App Combining Stories and Spotlight Videos with a Unified Recommendation System

Snapchat 

Snapchat is testing a simplified version of the app called Simple Snapchat. Announced at the Snapchat Partner Summit, the app features chat on the left, showcasing conversations users are having, and a button at the bottom for users to jump into Snap Map.

On the right is a new viewing experience that combines Stories and Spotlight videos, powered by its first-ever unified recommendation system.

Content from friends is prioritized in the experience, while recommendations will be based on what is trending among a user’s circle and their own personal tastes.

Why It Matters: A simplified version of Snapchat has been an ongoing talking point for Snapchat CEO Evan Spiegel this year. He first mentioned it during the company’s Q1 2024 earnings call and again in a recent letter to employees, celebrating the company’s 13th year in business.

This version of the app has a lot of upsides, as it can help provide a better experience for current users and attract new users by focusing on its core three components: creation, messaging, and short-form entertainment. It makes it much easier for users to access these touchpoints.

The unification of Stories and Spotlight takes a page not only from TikTok but also from platforms like Instagram and YouTube, which have increasingly merged their content formats into one unified stream.

This benefits creators and publishers by allowing them to be discoverable through personalized recommendations, regardless of the format. It also enables consumers to consume different types of content in one place, based on their own behavior and what type of content their friends and the greater Snapchat community may be enjoying.

Lastly, this can help Snapchat with its advertising business by giving advertisers more inventory for ads and better targeting.