Snapchat is fighting Instagram for celebrity users
Snapchat is finally sharing analytics with its most high-profile users as it steps up efforts to compete with Instagram. Parent company, Snap, on Wednesday announced it will give users such as celebrities and so-called social media influencers more data about how their posts are performing. The data will include total Story views and the time Snapchat users spent watching posts. Snapchat will also provide gender and geographic breakdowns. Previously, celebrities and influencers could only see total views for a current Story on Snapchat, a metric to which all users have access. Stories are photos and videos shared by users that disappear after 24 hours. Brands are less likely to partner with influencers on campaigns if they don’t have access to detailed data. Without such information, brands can only know how many people their messages have reached, but not whether they’ve been seen by the kinds of people they’re targeting. For instance, a makeup company looking to add younger customers will want to know that when they pay a particular celebrity to promote their makeup, millenial women see the Story.
reach – arrive at; get as far as
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juicy – interestingly scandalous