Snapchat partners with NBC News

Snap Inc. is doubling down on personalization — and fighting fake news while it’s at it.

Today the social platform announced a new interface that will divide personal and publisher streams in order to organize content for its users.

“While blurring the lines between professional content creators and your friends has been an interesting Internet experiment, it has also produced some strange side-effects (like fake news) and made us feel like we have to perform for our friends rather than just express ourselves,” said a Snap Inc. spokesman.

In action, users will now encounter two separate threads: Charts and Stories will reside on the left side of the screen and Stories from publishers, creators and community, the right.

In line with the updated platform, Snap also unveiled a dynamic Friend page. The new interface will present friends in the manner the user interacts with them, the company spokesman said. The new feature aims to aggregate the most engaged friends at the top to resolve the former friction point of having to scroll extensively to select a top friend.

The platform’s updated Discover section might present temporary hurdles for brands, publishers and retailers, however in the long run, it will likely elevate the overall identities and profiles.

What’s more, it’s merging machine-learning with human-approved content to avoid an onslaught of fake news and to heighten personalization features — a must for Snap’s most fervent users, Millennials and Generation Z.

“Your subscriptions live at the top, followed by other Stories you might be interested in watching. Over time, Discover will become uniquely personalized for you. While the Stories on Discover are personalized algorithmically, our curators review and approve everything that gets promoted on the page. We believe that this balance of human review and machine personalization provides the best content experience on mobile,” the company spokesman said.

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