Snapchat looks to separate social from media. And I like it.

Snapchat CEO, Evan Spiegel, announced an app redesign on Wednesday, one that focuses more on our interpersonal relationships. It looks to separate those one to one moment’s from our always on connection to the media cycle.

The combination of social and media has yielded incredible business results, but has ultimately undermined our relationships with our friends and our relationships with the media. We believe that the best path forward is disentangling the two by providing a personalized content feed based on what you want to watch, not what your friends post.

Evan is looking at a longer view of social media success instead of immediate gains. I think this separation is notable and valuable.

Why its hot?

We live in a world where our social lives are wrapped up among news and clickbait. We’ve long seen the trend of younger users moving to 1:1 messaging apps and dark social. It’s the natural response to the “public” requirement of social media. This change begs the thought: “Well… of course these things have been too unnaturally intertwined. Why haven’t thought of that!”