Snapchat is giving in: the platform has started providing insights to its most popular creators, hoping they will help them strike better deals with advertisers.
Snapchat has always been reluctant to share data and insights. This has notoriously made advertisers wary about the platform, but it also causes many top influencers to reconsider their efforts on the app. Influencers need data in order to convince brands to work with them on paid partnership deals. After all, all other platforms already provide them with insights.
Until now, top creators could only to see the same data and insights for their posts that we all did: how many people view our Stories while they are still live. I think we can all agree that this was not much to go on.
This is changing. After pushing to verify its most popular users back in the summer of 2017, Snapchat is now going to give them a lot more information on how their content performs, including:
- Total views
- Unique viewers
- Completion rates
- Time spent watching
- Audience demographics for their followers, including gender data and popular age groups
- Topics their followers care about (travel, food, fashion, sports)
- Popular geographic regions where their followers live
When you think about how the influencer market works, this is a lot of valuable data. Snapchat influencers will now be able to strike better deals with advertisers who are always keen to understand which audiences and locations they will reach through the partnerships.
Now that we know that Snap can do it, when can we all expect to have access to insights about our posts?