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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 5:16 AM
Updated: Feb 15, 2018 5:16 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."

Minnesota Coronavirus Cases

Data is updated nightly.

Cases: 454989

Reported Deaths: 6163
CountyCasesDeaths
Hennepin943781502
Ramsey40624748
Dakota33540354
Anoka31357368
Washington20533237
Stearns18091190
St. Louis13970250
Scott1217799
Wright11791107
Olmsted1078075
Sherburne829669
Carver704439
Clay658884
Rice624274
Kandiyohi558072
Blue Earth548033
Crow Wing490478
Otter Tail464268
Chisago459538
Benton423688
Winona394548
Douglas379366
Nobles374647
Mower373729
Goodhue356863
Polk330760
McLeod328147
Beltrami315748
Morrison314545
Lyon305539
Becker288939
Itasca287343
Isanti285643
Carlton284043
Steele278910
Pine270315
Freeborn254123
Todd233730
Nicollet229438
Brown218034
Mille Lacs215645
Le Sueur214216
Cass210724
Meeker201333
Waseca193216
Wabasha17463
Martin171926
Roseau166417
Hubbard150738
Redwood141127
Houston140014
Dodge13934
Renville138440
Chippewa133032
Cottonwood129018
Fillmore12698
Wadena120818
Rock112012
Aitkin111433
Sibley10997
Faribault109416
Watonwan10688
Pennington101016
Kanabec99618
Pipestone96823
Yellow Medicine94916
Murray9117
Jackson87310
Swift84518
Pope7475
Stevens7078
Marshall70315
Clearwater68814
Lake66315
Lac qui Parle66116
Wilkin6339
Koochiching60610
Lincoln4912
Unassigned47369
Big Stone4693
Grant4388
Norman4258
Mahnomen4167
Kittson37420
Red Lake3204
Traverse2613
Lake of the Woods1961
Cook1160

Iowa Coronavirus Cases

Data is updated nightly.

Cases: 311430

Reported Deaths: 4433
CountyCasesDeaths
Polk46841465
Linn18065279
Scott15872172
Black Hawk14090243
Woodbury13129181
Johnson1230052
Dubuque11625159
Pottawattamie9166115
Dallas908972
Story881038
Cerro Gordo473572
Webster472477
Sioux459757
Warren459339
Clinton458168
Marshall431162
Buena Vista396330
Muscatine396178
Des Moines395143
Plymouth353270
Wapello350798
Jasper332859
Lee324632
Marion309353
Jones274950
Henry267131
Carroll258434
Bremer250148
Crawford234724
Boone222917
Washington222933
Benton213650
Mahaska197937
Jackson195032
Tama190259
Dickinson188829
Kossuth180644
Delaware176236
Clay172521
Wright167124
Fayette166024
Hamilton162330
Buchanan162224
Winneshiek160820
Harrison158562
Hardin157931
Cedar155619
Clayton153849
Butler151724
Page147115
Floyd141636
Cherokee140127
Mills138517
Lyon137533
Poweshiek135224
Hancock131924
Allamakee130930
Iowa127722
Madison123910
Calhoun12349
Grundy122628
Winnebago122229
Jefferson122125
Mitchell116837
Louisa116230
Cass115243
Chickasaw113712
Appanoose112640
Sac112215
Union111623
Emmet111332
Humboldt106819
Shelby105527
Guthrie104424
Franklin103618
Unassigned10160
Palo Alto92411
Montgomery89124
Keokuk86326
Howard85919
Monroe82220
Clarke8129
Pocahontas78211
Ida76030
Davis70321
Greene6977
Adair69620
Monona68518
Lucas66710
Osceola64711
Worth6194
Taylor5999
Fremont5246
Van Buren50215
Decatur4974
Ringgold45111
Audubon4228
Wayne42021
Adams3003
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