Snapchat is Fighting Instagram For Celebrity Users
The information will incorporate aggregate Story sees and the time Snapchat clients spent watching posts. Snapchat will likewise give sexual orientation and geographic breakdowns. Already, big names and influencers could just observe add up to sees for a present Story on Snapchat, a metric to which all clients approach. Stories are photographs and recordings shared by clients that vanish following 24 hours.
Brands are less inclined to band together with influencers on battles on the off chance that they don’t approach nitty gritty information. Without such data, brands can just know what number of individuals their messages have come to, yet not whether they’ve been seen by the sorts of individuals they’re focusing on. For example, a cosmetics organization hoping to add more youthful clients will need to realize that when they pay a specific big name to advance their cosmetics, millenial ladies see the Story.
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.
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.