Snapchat is launching a new suite of analytics tools for creators of “Official Stories,” including some media companies and other brands.
Until now, the chat app has resisted giving users insights into the performance of the content they post, arguing that its app is for talking with friends.
This has been frustrating both “Snapchat celebrities” and brands, but keeping these creators engaged is crucial for Snapchat to remain competitive with other social media apps.
The new tools could help creators understand which content resonates with their audiences amid a design overhaul that creates a more personalized experience for users.
These new analytics include:
- Total Story Views in the past week, month and year to date.
- Time Spent Viewing Stories in minutes in the past week, month, and year to date.
- Daily unique story viewers, average time unique viewers spent watching, and completion rates
- Audience demographics like gender breakdown, top age bracket, and top geographic region
- Audience interests like which lifestyle categories like film and TV, food, fashion , and sports their audiences care about
During its latest quarterly earnings call, CEO Evan Spiegel admitted that the company had neglected creators, and plans to focus on them this year.
A growing number of brands have been using Snapchat’s Stories to produce creative content for fans, but have been frustrated with the lack of information about their content.
Snapchat’s analytics arrive as the company is rolling out of a new design of the app that separates content from friends and content from publishers and influencers. It also comes just weeks after Snapchat announced it would be making its content available off of its core app, expanding visibility to creators’ content.