"We will not amplify voices who incite racial violence and injustice by giving them free promotion on Discover", a Snapchat spokesperson said in a statement.
The move does not remove any of Trump's posts from Snapchat's platform, nor does it block users from seeing anything he has posted.
"We will make it clear with our actions that there is no gray area when it comes to racism, violence and injustice,"Spiegel said in a memo posted to Snap's blog on Monday "We simply can not promote accounts in America that are linked to people who incite racial violence, whether they do so on or off our platform".
'Our Discover content platform is a curated platform, where we decide what we promote, ' Evan Spiegel wrote.
Snapchat's personalized Discover feed sources content from news publishers and accounts on the service but often skews more towards entertainment news compared to competing products like Twitter's curated Moments threads, which focuses heavily on breaking news.
Former Vice President Joe Biden is still benefitting from promotion on its Discovery feature, even two days after suggesting police shoot protestors, just in the legs though, "instead of in the heart".
Snapchat Won’t Promote Donald Trump’s Account Over Concern Of Amplifying Voices “Who Incite Racial Violence”
Social media platforms have been under tremendous pressure from the president's critics to suspend, censor or remove his presence, even before the protests over the death of George Floyd in Minneapolis last week escalated into riots across the US.
"There are plenty of debates to be had about the future of our country and the world", Spiegel said.
President Trump's digital team had been looking to use Snapchat more to sway young voters ahead of the 2020 election, according to a recent Bloomberg report. "They view you as a deplorable and they do not want you to exist on their platform".
It's also a move that goes further than any other social media platform has gone in pushing back against the president's accounts and content. The president has about 1.5 million followers on the platform.
The coronavirus pandemic has put an abrupt stop to traditional U.S. political means of courting young voters - forcing presidential candidates to turn to Snapchat instead. It is still available to see for users who click through.
"It's clear that we're wiping the floor with Biden's campaign", Farnaso said of the Snapchat effort.