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Consumers may not be big fans of Snapchat's redesign, but brands are another story.

Nascar says that since the app's update, the number of viewers who watch its stories increased 80 percent. So while a number of users have revolted against the new Snapchatthere is a petition to go back to the earlier versionbrands are finding reasons to love the new look.

One of the biggest gripes from users is that it's harder to find messages from friends while brands, publishers and influencers have a more prominent position on the platform. That helps explain why Nascar is attracting more viewers, according to Nick Cicero, CEO of Delmondo, a social analytics and data platform that works with Nascar and other publishers on Snapchat.

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