Will Access To Analytics Be The Comeback Snapchat Needs?

Snapchat has long resisted sharing insights on user performance because they claim the primary focus of the app is to talk with friends. But, after releasing its new update, and watching the number of Snapchat users continue to plummet, the new analytics feature may be just what the company needs to put itself back on top.

Snapchat is one of the most popular social media platforms for creators to share their daily life, travels, and sponsored ads on, but with its prior lack of statistical data, proving that a creator is worth spending time or money on has been difficult in the past.

During its latest quarterly earnings call, Snapchat CEO Evan Spiegel shared, “We have historically neglected the creator community on Snapchat. ... In 2018, we are going to build more distribution and monetization opportunities for these creators.”

The new “Insights” tab, which will be available for verified users, or creators with “Official Stories,” includes features such as:

  • Total Story Views: in the past week, month and year

  • Time Spent Viewing Stories in minutes in the past week, month, and year

  • Unique Story Viewers: average time unique viewers spent watching your content

  • Audience Demographics: gender breakdowns, age bracket of top viewers, and the most popular geographic regions to view your content

  • Audience Interests: the type of content your top demographics view most

Rather than taking a screenshot of their story engagement 23 hours and 59 minutes after it was posted, just before the story disappears, creators can now view and share their personal insights with companies to secure sponsored post deals, alter the content they’re sharing to match their audiences interests, and compare their Snapchat following to that on other platforms.

In an effort to better connect with creators, those who have verified accounts will now have their stories appear in a dedicated space in the “Discover” section of the app. This will give creators' content a larger reach and heightened exposure to companies and brands.

Will access to analytics be enough to persuade Snapchat’s top users to continue using the app, or will the cons of the updated layout outweigh the pros of the new features?