Snapchat is undergoing a major overhaul to better compete with TikTok, focusing on simplicity and enhanced user experience. At the Snap Partner Summit on September 17, 2024, the company announced a new "Simple Snapchat" interface aimed at simplifying chatting, snapping photos, and watching videos. This update will also unify creator content and professional videos into a single feed, similar to TikTok’s algorithm-driven content display.
Snapchat is integrating generative AI features, including AI-powered lenses and AI Memories, which can act as a personal creative director for photos. Snapchat’s collaboration with OpenAI will also enable developers to create more advanced AR lenses, with AI tools to generate content based on text or images.
Additionally, Snapchat introduced a new version of its AR Spectacles, enhancing interactive experiences through a more immersive augmented reality. These Spectacles allow users to share virtual experiences with others in real time and interact with apps through AR, while companies like Disney and Lego are developing content for them.
Discussion (2)
Feels like Snapchat is chasing the TikTok dragon. Everyone’s trying to replicate TikTok’s success, from Instagram with Reels to YouTube with Shorts.
If Snapchat’s revamp doesn’t offer something truly different, people will just stick to TikTok where they’re already comfortable.
They may be setting themselves up as a replacement application for the US market in case the ban does actually go through.