Now is the time for Snapchat to regain its momentum, and it does not take long to deploy new tools to encourage both advertisers, and now influencers, to make better use of the platform.
Following the expansion of their advertising API availability, Snap Inc. is also giving select creators access to in-depth analytics data to help them refine their Snapchat approach.
As reported by TechCrunch (and as noted above), the new analytics data includes:
- Total number of views of the story – Filterable by week, month and year elapsed
- Time spent watching stories – Listed in minutes, last week, month and year to date
- Daily Unique Story Viewers – Including the average time unique viewers spent watching and completion rates
- Audience demographics – With a breakdown by sex, age groups and main geographic regions
- Public interests – including relevant lifestyle categories for your most engaged users
This is a big step forward for Snapchat, which has long neglected platform influencers. In fact, Snap has always made a point of not treating influencers differently from other users – but they started to soften that position last year with the extension of “official stories” to a wider range of people. leading users.
This move makes sense – Snapchat refusing to recognize many of its rising stars, reports suggested that major influencers have significantly reduced their use of Snapchat. While Snap would ideally like to keep the app focused on relationships with friends, the truth is that they need influencers to keep using the app in order to drive engagement – even though the majority of Snapchat is clearly focused on messaging between users (not Discover and other content tools).
The addition of detailed analysis is the latest concession on this front. Earlier this week, Snapchat launched a web version of its Snap Map, with embeddable content, which will help bring more visibility to Snap content – and ideally, attract more users to the app.
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The recently launched Snapchat overhaul also aims to increase exposure to popular Snap content, although comments on the new layout have so far been less than impressive.
But with the new analytics tools, popular creators will now have more reasons to return to Snap, with the ability to quantify their efforts with real data, while the new Discover layout will give them increased exposure to more. users, adding to Snap’s appeal.
There is still no monetization sharing system available, but maybe it is happening too, which would further boost Snapchat’s appeal as a key space for popular creators to showcase their talents.
In some ways, this update is long overdue – and it’s worth noting here that the new Snap scans are not yet available to all users.
Selon TechCrunch :
“… Tens of thousands of creators who create Official Stories or who have a large following will start to see a large number of views and demographics on their Snapchat profile. “
But at the same time, as with recent Snapchat performance figures, which have exceeded analysts’ expectations, indications are that Snap Inc. is growing, working not only to be a cool social app, but also how to be a viable business.
And that revelation could come at just the right time, with more creators and publishers considering their options in the wake of Facebook’s declining organic reach. While nothing can replace Facebook’s massive audience, the door is open for smaller platforms with a niche audience to demonstrate why they are valuable and how they can provide assistance to increase traffic loss. Facebook.
As stated, now is the time for Snapchat, and they are doing everything possible to seize the opportunity.
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