As a part of its Q1 2025 earnings release, Snap mentioned it’s scrapping plans for a simplified model of its app.
The information comes seven months after Snapchat started testing a redesigned model of the app with out the Snap Map or Tales tabs. The brand new model consolidated the app’s navigation bar round three icons: chat, digicam, and Snapchat’s TikTok competitor, Highlight.
As a substitute of constant to check the simplified model, the social community is now going to start experimenting with a “refined five-tab interface” that retains the entire app’s present tabs and makes it simpler to entry Highlight.
“Our most engaged Snapchatters persistently demonstrated a desire for a five-tab structure, favoring the familiarity of tile-based content material discovery and a devoted Map tab,” Snap mentioned in its letter to buyers. “Knowledgeable by these insights, we’ve begun testing a refined five-tab interface that mixes the perfect of each approaches: bringing extra Tales to the messaging expertise and including simpler entry to Highlight, now positioned on to the fitting of the Digital camera.”
The corporate says it discovered {that a} extra distinguished Highlight expertise and the mixing of Good friend Tales inside chats considerably boosted every day content material viewership and whole content material views, particularly amongst extra informal customers.
It seems that Snap needed to change course after discovering that customers weren’t keen on the simplified model of its app. In its shareholder letter, Snap acknowledged that customers seem to want a five-tab structure.
The reversal comes as Snap shares that it misplaced 1 million customers in North America in Q1 quarter-over-quarter. Snapchat DAUs (every day lively customers) in North America stood at 99 million, in comparison with 100 million up to now quarter and 100 million within the prior 12 months, based on Snap’s shareholder letter.
Snap reported first-quarter income of $1.36 billion, a 14% year-over-year enhance. The corporate says the uptick was pushed by development of its Snapchat+ subscription service and progress that it has made with its promoting options.
Snap additionally reached a brand new milestone: greater than 900 MAUs (month-to-month lively customers) worldwide. As well as, the social community’s DUAs grew to 460 million globally, a rise of 38 million year-over-year.