LOS ANGELES: Snapchat, the image-sharing app with around 187m active daily users, is rolling out a new analytics tool that, for the first time, is expected to offer useful metrics for content creators.
As reported by TechCrunch, Snapchat previously only showed daily Story view counts, but now content creators and influencer marketers will have a host of new data at their disposal.
The changes, which include a redesign of the app interface, mean users will be able to access total story views covering the past week, month and year to date.
The Time Spent Viewing Stories feature will show the time in minutes that Snapchat users spent in Stories over the same time periods, while new reach and engagement metrics will show the average time unique viewers spent watching, and completion rates for each day.
In addition, the analytics tool offers demographic information, such as the gender breakdown of audiences, top age brackets as well as top geographical regions.
And there will be additional data about the interests of audiences across key lifestyle categories, such as film and TV, travel, food, fashion and sports.
“The new analytics could help creators show their total reach to secure sponsored content and product placement deals, refine their posts to match their audience, and compare their following to that on other platforms,” noted TechCrunch.
By way of example, TechCrunch continued, a truck company might not care if a creator has 200,000 views on Snapchat each day.
But if the new demographic data could show that those views were from men aged 25 to 34 in the Midwest who like the outdoors, then the company might be prepared to pay large sums to have the creator feature their trucks in their Snaps.
However, while the new features may please content creators and brands, Snapchat is coming under global pressure to reverse a recent redesign of its app.
According to CNBC, more than one million people have now signed a petition urging the company to roll back its latest redesign amid accusations that the new features are “useless” or difficult to use.
In response, a Snap spokesperson told CNBC: “Updates as big as this one can take a little getting used to, but we hope the community will enjoy it once they settle in.”
Sourced from TechCrunch, CNBC; additional content by WARC staff