Snapchat Makes Changes To Its Social Media App Ahead Of IPO

A common complaint among heavy social media users is that Facebook Inc FB's platform is straightforward and easy to use while Snap Inc's social media platform Snapchat is complicated to use and at times confusing.

According to a CNBC report, Snapchat likely took notice and made changes to its app at a time when it is prepping for its highly anticipated initial public offering.

Snapchat told CNBC that its new search bar allows users to explore content by title to better find specific publish stories. Users can also access their profile from any screen by tapping Bitmoji or the ghost icon when the Bitmoji icon isn't linked.

Moreover, the new app design makes it easier to find friends and communicate with them.

More Might Be Needed

Despite improvements to the social media app, CNBC noted the company faces other challenges which may need to be addressed. Specifically, the app's style of advertising is best for promoting brand awareness, which is ideal for major corporations with large ad budgets.

On the other hands, small- and medium-sized companies want their budget spending to translate directly to sales.

An agency source told CNBC that an advertising campaign on the social media app can cost between six and seven figures while another source suggested that a sponsored lens can cost $350,000 to $700,000 per day.

Finally, Snapchat has limited exclusive content and hasn't established itself as a platform to watch video, which limits time users spend on the platform.