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Snapchat has reportedly redesigned its much-maligned redesign, and with good reason. Recent data from YouGov shows just how great a toll the redesign took on Snapchat’s favorability among US Millennials.

YouGov tracked the impact of the redesign by looking at two aspects of Snapchat’s brand health via daily surveys: Impression; and Satisfaction. The Impression component asks people if they have a positive or negative impression of a specific brand, while the Satisfaction component asks them if they are satisfied or dissatisfied customers of a brand. Each score has a range of -100 to +100.

Snapchat’s Impression score among US adults ages 18-34 reached a high of 30.1 in early February, but has since tumbled. In fact, Snapchat’s Impression score among young adults plummeted to a low of just 8.25 in early April, before beginning to recover. (It stood at 11.7 as of May 9th.)

The social platform’s Satisfaction score has followed a similar trend: after peaking at close to 27 in late January, it fell to just 12.2 in early April, before beginning to recover.

It’s true that the redesign itself may not have been the only culprit. After all, the redesign was unveiled in late November 2017, and the declines did not begin appearing drastically until late February of this year. (Some accounting must be made for the time taken to roll out the redesign to all users and for them to try it, of course.)

Still, it might have been that famous tweet from Kylie Jenner expressing her dismay at the redesign. When was that tweet posted? February 21st…

YouGov notes that fewer young people are talking about Snapchat with friends and family, too (which could be a good thing for the platform..!). Only one-quarter of 18-34-year-olds report discussing the app with their friends and family in the past couple of weeks, down from more than one-third (35%) in January of 2017.

Getting buy-in from youth is critical for Snapchat, as they are its core demographic. Data from MarketingCharts’ US Media Audience Demographics report demonstrates that almost half (47.7%) of Snapchat’s adult audience in the US was aged 18-34 as of June 2017. By comparison, 18-34-year-olds represented 43.3% of Instagram’s adult audience and 39.7% of Twitter’s adult audience.

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