Snapchat’s CEO Evan Spiegel reported “We are separating the social from the media, and taking an important step forward towards strengthening our relationships with our friends and our relationships with the media.”
High- profile users are going to be benefited with the new metrics of Snapchat as they would get detailed information about their viewers. The data will include total views on Story and the amount of time Snapchat users viewing their posts.
Previously, the celebrated personalities and influencers could only see total views for a latest Story on Snapchat. Now the upgraded metrics will provide gender and geographic breakdown as well.
Brands are less interested to partner with influencers on campaigns if they don’t have the freedom to access detailed data. Without such information they are only capable to know how many viewers their post have reached but not the fact that did it reach to the target audience.
For example- a makeup brand that have recently launched a new product targeting young customers, will now be able to know that is their product being viewed by the millennial women.
Instagram, which is owned by Facebook, has already offered data similar to what Snapchat is going to provide to businesses and other accounts that has received high level of engagement since May 2016.
This move is especially an effort to appeal social media icons that have migrated to Instagram.
"This is all part of a broader strategy to take dead aim at Instagram in hopes of gaining market and mind share with the celebrity and their heavy amount of followers," said Daniel Ives, chief strategy officer and head of technology research at GBH Insights.
This redesigning and is expected to show great result very soon.
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