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Snapchat's Next Move: Commercials You Can't Skip

One News Page Staff Thursday, 26 April 2018
Snapchat's Next Move: Commercials You Can't Skipby 👨‍💻 Graham Pierrepoint

While still very much at the top of their game in terms of engaging with young people who are looking to move in new, more efficient directions with regard to social media and interaction via mobile, Snapchat have had something of a mixed few months. Changes to their user interface earlier this year were hardly met with widespread acclaim – and it’s thought that with one quick tweet, Kylie Jenner was able to wipe money off the stock value of the product simply by suggesting she wasn’t using it as often as she used to. Snap responded to criticism over their new UI by advising that users would, in time, grow to love the changes – while many users who preferred the old system of finding Stories and other features chose to take matters into their own hands by installing backdoor versions of the old build – a very risky move that still, ultimately, puts devices at risk.

With all this in mind, what’s next for the photo and video-sharing app? According to Gizmodo, referencing sources that claim to be in on changes behind the scenes that could transform the user experience in a very short time frame, the platform is looking at revolutionizing the way it delivers advertising to its users. This, apparently, may arrive in the form of a ‘commercials’ feature, whereby users may be subject to watching short, five to six second clips should they wish to engage with the Snapchat Shows feature – which is largely used by certain media platforms to offer entertainment to users. It’s thought that this new feature may appear as soon as mid-May, meaning that anyone used to the current model employed by the app will have to get accustomed to the idea of unskippable advertising in the very short term.

Snapchat's Stronghold On Teenagers Loosening
Watch: Snapchat's Stronghold On Teenagers Loosening

Unskippable ads are nothing new, admittedly – YouTube has run on this model for many years now, at least since it became immensely profitable – and Spotify continues to offer ads in order to support its free service. However, it’s too early to say quite how well these proposed alterations to Snapchat’s advertising model will go down – sources state that the firm is continuing to lose money despite being immensely successful in terms of user base and take-up – meaning that moves in this direction, from a business perspective, will hardly be surprising moving forwards. Will you stick with Snapchat?

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