Snapchat's new test: grow the way Facebook does, without the baggage and loss of trust

New York

IN today's social media industry, you essentially have two options: die young, or live long enough to turn into Facebook.

Snap, the parent company of Snapchat, appears to be headed down the latter path.

After a disappointing earnings report last week, which sent the company's stock tumbling by nearly 20 per cent, Snap announced a sweeping strategy shift that contained more than a few hints of Facebook envy.

In an attempt to spur user growth, Snap's chief executive, Evan Spiegel, announced that Snapchat would be redesigned to make it easier to use.

The app, which featured a minimalist design that appealed to teenagers while often perplexing their parents, will soon have …