Snapchat (Finally) Launched An Insights Tool For Creators



Users with large followings will have access to view counts, engagement metrics, and audience demographics.

Snapchat has released a new update to bring its creator tools in line with those of competing platforms. In late 2017, YouTube released a dedicated app for its creator community.

According to TechCrunch, the company’s freshly rolled out “Insights” feature, will provide view count and demographic analytics to “tens of thousands of creators who make official Stories or have large followings.”

Specifically, Snapchat Insights will provide the following data:

  • Total Story Views (in the past week, month, and YTD)
  • Time Spent Viewing Stories (in minutes during the past week, month, and YTD).
  • Daily unique story viewers, average time unique viewers spent watching, and completion rates.
  • Audience demographics (e.g. gender breakdown, top age bracket, and top/popular geographic regions)
  • Audience interests,e.g. popular lifestyle categories (food, fashion, sports, film, TV, travel, etc.)

Until now, popular creators had access to the same types of data as everyday users, that is, daily Story view counts, which were no longer accessible after 24 hours. The lack of a true dashboard forced creators to share screenshots with brand partners in order to provide accurate and reliable metrics back to their partners.

As Axios reported, Snapchat has been slow to provide analytics so as not to stray from its mission of providing a place for “talking with friends.” Yet, during a recent earnings call, CEO Evan Spiegel seemed to offer a new perspective on the issue.

“We have historically neglected the creator community on Snapchat that creates and distributes public Stories for the broader Snapchat audience,” he said. “Developing this ecosystem will allow artists to transition more easily from communicating with friends to creating Stories for a broader audience, monetizing their Stories, and potentially using our professional tools to create premium content.”

Stated differently, access to this depth of data is becoming more and more instrumental, in both forging meaningful brand partnerships and delivering higher quality, better-tailored content to audience members. This said, Snapchat can effectively look to retain more influencers by giving them the tools they need that competitors like YouTube and Instagram have already been providing that help influencers monetize their content.

Snapchat has shown positive earnings momentum thus far in 2018, even in spite of a controversial redesign that has caused a stir among loyal users. Still, per The Independent, Snapchat knew the redesign was a deviation from its past look and they are hoping to win over creators and everyday users alike.

As is the case when any digital platform evolves, it’s unclear how the changes will affect long-term user behavior and retention. That said, providing analytics to highly followed creators does seem to serve a more strategic aim to position Snapchat as a creator-friendly platform where storytellers can build audiences.

To further explore the data-driven marketing movement, join us at SMWNYC (April 24-27) at the Sheraton Times Square. Grab your pass today.

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