Snapchat to Make Analytics Available for Celebrity Metrics
After seeing a severe competition from Facebook-owned Instagram, Snapchat has made a move to share analytics with the high profile users on its platform. These high profile users will include celebrities from every walk of life, influencers of high-profile and users that are on the high end of various levels in society.
This announcement was made by Snap (SNAP) on Wednesday evening revealing their dynamic plans. Analytics data will give access to Story views and the time spent on watching them by users. A demographic functional metric is also to rev up, showing gender and regions. That covers a good range of analysis for any celebrity or product.
The move by Snapchat was finally brought about when the extreme competition between Instagram and Snapchat saw more celebrities migrating to Instagram as the analytics were more conventional there (introduced by Facebook’s analytic metrics systems).
Snapchat, when seeing ‘brand shifting’ among users of Snapchat to Instagram moved in the department which previously was just a 24-hour story and that was about all. This lead to the great social media platform migration. Daniel Ives, Chief Strategy Officer and Head of Technology research at GBH Insights said: “This is all part of a broader strategy to take dead aim at Instagram in hopes of gaining market and mindshare with the celebrity and their heavy amount of followers.”
The news of sharing metric transparency and analytics by Snapchat may well give Instagram’s Algorithm powered and similar analytics sharing (which Instagram is about to offer now too on a similar scale) a tough competition. Whether Snap had to do it under pressure or it was part of their strategy to come out with analytics and celebrity metrics is not known. However, it is a good business move gathering business and media houses to concentrate on Snapchat as means of communication especially B2C. It is not a big surprise why Instagram days before launched the TEXT feature for its posts.
These are tactics for a good business environment and in turn, providing users with a much broader spectrum of usage and data – data being the catch here.