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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 Instagr...

Posted: Feb 15, 2018 6:16 AM
Updated: Feb 15, 2018 6:16 AM

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.

Instagram, which is owned by Facebook, has offered data -- similar to what Snapchat will now provide -- to businesses and accounts with high levels of engagement since May 2016.

Related: As Facebook stumbles, Twitter and Snapchat show new life

The move is likely an effort by Snapchat to appeal to social media stars who 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.

Top creators posted more content to Instagram Stories than Snapchat Stories during the fourth quarter, according to a report from social media analytics platform Captiv8.

Snapchat's move "levels the playing field," said Ryan Detert, the CEO of Influential, an AI-enabled influencer marketing platform.

"If the individual creators are not monetizing their time and efforts, they'll go to different platforms, Detert said.

Related: Snapchat faces backlash after app redesign

Snapchat also recently unveiled a redesign of its platform that has sparked criticism from many users.

The app, which is popular with teens and millenials, previously featured content from friends, publishers and celebrities all on one page. Now, there's a designated page for friends and a separate page for publishers.

Ives believes the redesign was necessary to attract more users and advertisers. The app was previously criticized for being too difficult to use.

"Snapchat is trying to pivot," Ives said. "The app redesign, celebrity metrics transparency and a myriad of other engagement and advertising initiatives are key to the turnaround story being successful."

Indiana Coronavirus Cases

Data is updated nightly.

Cases: 611039

Reported Deaths: 9716
CountyCasesDeaths
Marion844351336
Lake45508685
Allen32891552
Hamilton29546315
St. Joseph27449381
Elkhart24440345
Vanderburgh19513250
Tippecanoe18043140
Johnson15140295
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Grant6011116
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Boone554668
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Ohio Coronavirus Cases

Data is updated nightly.

Cases: 864322

Reported Deaths: 10711
CountyCasesDeaths
Franklin101705707
Cuyahoga860661145
Hamilton64392448
Montgomery43309418
Summit35063761
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Butler31128232
Stark25933435
Warren19746141
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Licking13274137
Fairfield1287781
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Wood10407158
Allen9945126
Portage9382109
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Muskingum705241
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Hancock554390
Ross5532100
Scioto541664
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Darke471092
Lawrence457958
Ashtabula454673
Union454628
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Jefferson420569
Belmont417740
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Athens38129
Putnam376275
Madison356529
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Preble321437
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Logan309132
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Clinton290743
Williams279467
Highland276718
Jackson265345
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Holmes225674
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Meigs109024
Monroe101032
Harrison89421
Morgan83430
Vinton70813
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