Snapchat finally gives influencers the analysis tool that they claim, and that can bring them back to using its application.

Snapchat will allow some influencers to access an in-app analysis tool describing the performance of their stories and their audience, announced Wednesday the parent company of the app, Snap. Influencers who are part of Snapchat’s Official Stories program – its version of verified Instagram profiles – or who have a large audience on Snapchat will be the first to have access to the analytics tool. A Snap spokesperson did not immediately answer a question asking what specific criteria Snap will use to decide which influencers outside of the Official Stories program will have access to the analysis tool.

Snapchat’s analytics tool will detail the audience of influencer stories, as well as their followers’ basics, in different ways.

snapchat rolls out an analytics tool to recapture the influencers it lost on instagram - Snapchat rolls out an analytics tool to recapture the influencers it lost on Instagramsnapchat rolls out an analytics tool to recapture the influencers it lost on instagram - Snapchat rolls out an analytics tool to recapture the influencers it lost on Instagram

Snapchat will detail the audiences of influencers and the basics of followers.

  • See the count: Snapchat will tell influencers how many views their stories have received the past week, month and year, as well as the total number of minutes spent watching their stories during this period periods.
  • User Details: Snapchat will show influencers how their audience has evolved for each day of the past week, including how many people have seen their story, how long each person has spent on average and how much viewers have seen the story from one day given until the end.
  • Audience breakdowns: Snapchat will segment followers of an influencer based on gender, age group, geographic area and interests.

What influencers want from Snapchat

The analysis tool should help influencers sell brands by sponsoring their Stories on Snapchat and helping Snap sell influencers by releasing Stories to Snapchat again.

After copying the Snapchat’s Instagram Stories feature in August 2016, influencers largely abandoned Snapchat in favor of the Instagram audience and user-friendly tools, such as Analytics provided to Instagram accounts. Then, in November 2017, Snap’s CEO, Evan Spiegel, acknowledged that his company had “neglected” influencers and said he would start actively supporting influencers in 2018.

According to several influencers, Snapchat has the opportunity to win them back, and an analytics tool is at the heart of Snapchat taking this opportunity.

“I would really like to see more analytics from Snapchat.I would like to see how many people are actually following me and what percentage of my subscribers are watching my Snapchat Story,” said Rosy McMichael, an influential speaker. from Univision Creator Network, in December.

Why influencers want better analysis

According to McMichael, more detailed audience breakdowns would help sell brands by sponsoring his Stories because marketers could see how his audience overlaps the target audience of a brand. And now, Snap gives influencers like her exactly that.

Snapchat’s analytics audience analytics reflect Snap’s proposed targeting options: the interest categories are the same as the targeting settings based on about Snap’s interests, and can make it easier for influencers. about sponsoring their stories.

For example, an influencer could now share with a brand a screen capture of his Snapchat audience analysis to show him how much his audience can over-index compared to the audience base. Snapchat’s average users in terms of “onlookers” or “frequent flyers”, so that the brand can choose to sponsor the story of the influencer in order to supplement its ads targeting this audience on Snapchat or potentially to the place advertising against this audience.

Of course, the audience breakdowns are only as good as the size of the audience. With its recent redesign that separates public stories from influencers, publishers, and brands in the Discover Outside Stories and Private Messages tab of a person’s friends, questions pop up. If users mainly use Snapchat to chat with their friends, will they stay on this side of the app and will they be less likely to slide to the other side of Snapchat to check out Stories on Discover? Given the mosaic design and the algorithmic classification of Stories on Discover, will people have to scroll further to find the stories of the influencers, and if they do not, will it hurt any more? more to their rankings? Does Snapchat make a better or worse home for influencers?

For now, no one knows the answer – at least nobody apart from Snap – but with the new analysis tool, soon influencers could do it.

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About the author

Tim Peterson, Third Door Media’s Social Media Reporter, has been covering the digital marketing industry since 2011. He has been reporting for Advertising Age, Adweek and Direct Marketing News. Angeleno, born and raised, graduated from the University of New York, currently lives in Los Angeles.

He broke stories on Snapchat’s advertising plans, Jason Kilar’s attempt at founding CEO of Hulu, to turn to YouTube and assembling the ad-tech battery of Amazon; analyzed YouTube’s programming strategy, Facebook’s advertising ambitions and increased blocking of ads; and recorded the largest annual event of the VidCon digital video, the BuzzFeed brand video production process and the Snapchat Discover ads charge six months after its launch. He has also developed tools to monitor the early adoption of live applications by brands, compare search patterns from Yahoo and Google, and review the NFL’s YouTube and Facebook video strategies.