Did Snapchat Rekindle its Relationship with Influencers?
Snapchat’s New Analytics Update May Just Draw You Back In
Snapchat has had a turbulent start to 2018, considering there is a Change.org petition with more than 1.2 million signatures to reverse their infamous update. But for a company who is “trying to separate the social from the media,” a recent update has made the platform much more creator-friendly.
In a move that brings the platform into the modern era, Snapchat has a new update that provides audience insights for those who have Official Stories and for those who have a large audience. If this sounds familiar, it’s because many platforms already provide audience insights for creator’s posts. At least Snapchat is fashionably late to the insights party, offering lifestyle insights that could bring Instagram users back to the platform.
So what is this new update, and why does it matter to you as a creator? Kraus Marketing has the breakdown below:
- Measurable Deliverables
The insights Snapchat now provides gives you information on your story’s views, who makes up your audience, and where your audience is located. Is your client concerned that they are not attracting males aged 18-20? Launch a Snap influencer campaign, analyze the insights, and you now have a measurable deliverable to give your client.
- Younger Reach
Young people are shying away from Facebook, so to appeal to that demographic you have to get creative. Utilizing a Snapchat influencer allows you to reach your younger audience where they are—and thanks to insights, you can be confident that budget spent on Snap Influencers is a wise investment (or, if it’s not, you can adjust accordingly). Snapchat analytics gives you the tools you need to produce better, more profitable campaigns. Plus, now that Snapchat promotes influencers on Discover, you never know what new potential customers are waiting for you.
- Insights That Go Deeper
Age, gender, and views are all important, but Snapchat’s update also gives insight into your audience’s Lifestyle. This augments your marketing research to help you tailor your campaigns to your audience’s preferences. According to Snapchat, the insights provide you with “the top four Lifestyle Categories of your viewers, based on how they compare to the average on Snapchat.” This information is vital when it comes to thinking of creative directions for new campaigns.
Why is all of this important? After the scandalous new update, is Snapchat still relevant?
Yes. And very much so.
Millennials may be up in arms over Snapchat’s redesign, but according Debra Aho Williamson, eMarketer principal analyst, “Snapchat could eventually experience more growth in older age groups, since it’s redesigning its platform to be easier to use.” Though she cautions that the addition of an older audience could deter younger audiences, it is always a good idea to stay on top of the ever-changing social media world. After all, this could be the move that rekindles Snapchat’s relationship with influencers.
Excited about Snapchat story insights, but not sure how to use them? Kraus Marketing can help. We’re a digital marketing agency equipped with the skills necessary to make your company’s social media presence a true asset. Contact us today to learn how we can help you utilize not just Snapchat but all of the major social media platforms to your company’s advantage.