Snapchat will now share stats with creators, including daily reach and engagement metrics
During Snap Inc’s Q3 2017 earnings call, CEO Evan Spiegel made a promise to put more focus on Snapchat influencers, including updating the app so that these creators could earn revenue from their content.
“We have historically neglected the creator community on Snapchat that creates and distributes public Stories for the broader Snapchat audience,” explained Spiegel during the earnings call. “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.”
Today the company has taken a significant step forward in making its promise a reality with the launch of a new analytics page. The new feature will tell Snapchatters with sizable audiences how their stories have been performing, as well as who is looking at them.
The data shared includes weekly, monthly, and year-to-date story view count and information on how much time Snapchat users spend viewing a creator’s stories. The company will also share daily reach, engagement metrics, and demographic information about the Snapchatter’s audience.
Only Snapchatters who are part of the Official Stories creator community will have access to an analytics page. The company also plans to share stats with other Snapchatters who have large followings on the service.
While creators wait for Snap to share its revenue –something Spiegel promised would happen in 2018– creators can potentially use the data from their analytics page to attract sponsors.
Additionally, the new analytics page could encourage creators to increase their use of the app, which has plummeted in recent months. However, Snap has another obstacle it needs to overcome — its new redesign. The redesign, which was intended to make it easier for members to differentiate between friends and publishers, hasn’t been received well by many Snapchat fanatics (both creators and regulars users alike). Currently, Snapchat has a two star rating on the Apple Store with many of the complaints being about the redesign.
One commenter by the name of ThatsJustHowItIs summed it up fairly well: I am really not a fan of this new update. I liked having everyone’s stories and my messages in a separate place, and the best friends/streaks emojis are so small now, I can almost guarantee I’ll lose all my streaks because I won’t be able to tell where they are. Anyone with trouble seeing small text is definitely going to have issues with it. I’m also finding it’s really hard to open messages now, because half the time I end up clicking on the person’s story, or it ends up bringing up their map location/username/settings. The discovery page feels cluttered, and I strongly dislike having ‘recommended’ stories in my feed. It was so much easier to navigate beforehand.
Despite the backlash over the redesign, Snap made it clear that it has no intention of reverting back to the old layout. Snap’s hope is that once the initial shock wears off, users will begin to see the benefits of the new redesign.