Snap, Inc has launched a redesigned version of its Snapchat app, as the company tries to reignite its user growth and advertising business.

The key feature, certainly from the point of view of Snapchat’s community of influencers, is the way ‘social’ and ‘professional’ content is now being separated within the app.

“Until now, social media has always mixed photos and videos from your friends with content from publishers and creators. 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 (such as fake news) and made us feel like we have to perform for our friends rather than just express ourselves,” explained Snap in a blog post.

“The new Snapchat separates the social from the media. This means that the chats and stories from your friends are on the left side of Snapchat, and the stories from publishers, creators and the community are on the right.”

There’s a debate to be had here about how creators are treated within an app like Snapchat, including how it decides whether someone you are following is a friend or a professional creator.

Snap is also pressing ahead with its plans to make its Discover section a personalised feed rather than simply a reverse-chronological list of the latest posts.

“Over time, Discover will become uniquely personalised for you. While the Stories on Discover are personalised algorithmically, our editors review and approve everything that gets promoted on the page,” explained Snap.

“We believe that this balance of human review and machine personalisation provides the best content experience on mobile… Separating social from media has allowed us to build the best way to communicate with friends and the best way to watch great content, while addressing many of the problems that plague the Internet today.”

It seems a bit early to be making that kind of grand conclusion when Snapchat users are only getting their first experience of the new design this week. When Snap announces its financial results for the final quarter of 2017 early next year, we’ll get a sense of how the redesign has affected engagement with the app.