Thursday was not a good day for Snapchat.

Parent company Snap saw around $1.3bn wiped off of its share price in the wake of the ongoing furore surrounding the highly unpopular structural changes introduced to its app.

Celebrity Kylie Jenner has been blamed for the drop after she tweeted about her sadness concerning the changes. Although of course the tweet would have been nowhere near as damaging were it not for the preceding highly-publicised unease, so it’s hard to place the blame squarely at just one person’s feet.

sooo does anyone else not open Snapchat anymore? Or is it just me... ugh this is so sad.

— Kylie Jenner (@KylieJenner) February 21, 2018

The unrest revolves around Snapchat’s decision to move away from Stories and introduce a larger distinction between friends and brands/publishers. It has previously described it as separating the media from the social media, and is driven by the growing fake news culture and the increasing criticism toward social media about the role it plays in spreading hate and lies.

A petition to reverse the changes has been signed over 1.2m times, although the company has said that while it understands the anger, it has no plans to reverse the move.

"We hear you and appreciate that you took the time to let us know how you feel," the company responded, adding that the change is a “new foundation” that is “just the beginning and we will always listen closely to find new ways to make the service better for everyone”.

Previously Snap co-founder and chief executive Evan Spiegal even want as far as saying: “One of the complaints we got was, ‘wow I used to feel like this celebrity was my friend and now they don’t feel like my friend anymore’. And we’re like: ‘Exactly. They’re not your friend.’ So for us, even some of the frustrations we’re seeing really validate those changes. And it’ll take time for people to adjust.”