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Snapchat's January redesign has actually delivered some help to Self, which says the new look led to its best month on the app, with more than 10 million visitors.

"Our experience with redesign may be surprising," says Carolyn Kylstra, Self's editor in chief, acknowledging the popular take that Snapchat's new layout hurt traffic for publishers, brands and web celebrities. That's not the case at Self, a which typically saw about 8 million unique monthly views on its Snapchat channel before the update. February drew 10 million visitors, Kylstra says.

Average daily visitors increased 14 percent over January, Kylstra says, declining to disclose the exact number of visitors.

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