For Snapchat, the discouraging data coincides with efforts to fix its disastrous redesign.
Now their lives could be about to get back on track because Snapchat is reversing some of the most controversial aspects of the update. Snapchat recently confirmed a test that brings Stories from friends into the Discover tab, creating less of (but not completely bridging) the separation between brands and friends.
Since Snapchat began rolling out its controversial redesign late past year, the app's Impression score - which asks consumers if they have an overall positive or negative impression of a specific brand - has tumbled from a high of 30 in late January to a low of 8 in early April with young Americans aged 18-34, according to data from YouGov BrandIndex.
This move could help Snapchat gain back its users but maybe the damage is already done. In fact, the new design seems to undo most of the major changes made in the previous redesign.
Since the platform's last redesign, Snapchat has had to face a backlash of controversy from users.
Snapchat has added a separate "Subscriptions" feature to keep "Stories" from popular creators and publishers in the loop while letting the other "Stories" be separated, The Verge reported late on Thursday. Stories can now be shared outside the app on the web, while the app also gained new text and mute options.
Late past year, Snapchat CEO Evan Spiegel announced that changes would be made to the app after Snapchat fell short of expected growth projections for the quarter. As Recode speculates, the move could be because, with separate locations for Stories, fewer users are watching Stories, or perhaps brands are getting fewer views with the separation. Finally, user satisfaction fell from 27 to a low of 12 last month.