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Snapchat now offers analytics to creators to help build their presence

Snap has introduced new analytics for Snapchat creators globally to help creators build their presence on Snapchat’s Discover page. The analytics extends to its creators who are on its Official Stories function, along with additional creators who have cultivated a large audience on Snapchat.

By sharing new data and insights that looks to give a deeper understanding of their audience and what type of content drives meaningful engagement, it hopes to help creators extend their base.  The insights being shared reflect feedback Snapchat heard from its top creators about what metrics would be most valuable for them, including opening up future monetisation opportunities.

Creators will be able to access the analytics Insights function via their profile screen. This includes the following functions:

  • Total story views – Shows the total views on a creator’s Stories in the past week, month and year to date.
  • Time spent viewing stories – Shows total time in minutes that Snapchat users spent watching a creator’s Stories in the past week, past month and year to date.
  • Daily reach and engagement metrics – Shows the number of unique story viewers, average time unique viewers spent watching and the completion rates each day of the week.
  • Information about a creator’s audience demographics – This includes gender breakdown of a creator’s audience and the top age bracket among their viewers.
  • Additional information about their audience’s interests – Creators will also be able to get more information about their viewers’ interests across key lifestyle categories, such as film, TV, travel, food, fashion and sports, among others. Top geographic regions where their audience is located is also available.

Here is what the update looks like, from screenshots obtained by Marketing:

Snapchat Analytics Screenshot

The move follows Snapchat recent redesign which copped backlash from its users following a major overhaul to its user interface. This was revealed in a blog post with Snapchat founder Evan Spiegel walking through consumers on the new update with a video.

The new design saw users finding all messages and stories from friends to the left of the camera, sorted by who they talk to and view most. Right of the camera was all the premium publishers and influencers that users follow, and aggregated stories from search and snap map in the discover section, sorted by users’ past viewing behaviour. Under new algorithms, content was also aligned based on the users’ interests, not on the interests of “friends”.

Plans for the new layout first emerged last year, with the intention to separate the social from the media. It also follows one year after the launch of Instagram Stories and slowing Snapchat user growth.

 

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