Snapchat’s Newest Updates: A Makeover For Their In-Platform Analytics
Snapchat has recently announced a series of updates and new tools aimed at boosting creator engagement and enhancing performance insights across the platform. Key changes include:
Repurposing content: Creators can now transform existing or older Snap stories from their Memories into new posts.
Content reposting: This feature allows brands and creators to repost stories and posts, which wasn’t previously possible.
Extended content life: These options will help ensure greater longevity for sponsored content, enabling brands and creators to maximise reach and visibility.
Snapchat will also soon enable all public stories to be automatically saved to a creator’s profile. This update supports easier content management and helps creators maintain a consistent presence. In addition, the platform has launched a new editing tool that offers creators greater control over how they trim and edit video content—allowing for more refined and polished storytelling.
A major part of the update is the introduction of a more comprehensive analytics suite, which offers deeper performance tracking. Key features include:
Return on Viewership Metrics: Tracks the number of viewers who watched a creator’s public content for at least 12 days within the last month.
Watch Time Per Post: Measures average viewing duration per content piece.
Discovery Breakdowns: Provides insight into how users discover content across the app.
Spotlight-Specific Data: Includes metrics such as average watch time and video completion rates.
These improvements are designed to help creators and advertisers make data-informed decisions, create more native-feeling content, and optimise performance across their campaigns.
What Does This Mean for Advertisers?
For advertisers and clients, these updates offer more creative flexibility and smarter tools to maintain visibility and improve the effectiveness of their campaigns.
Think of it as a powerful connection between enhanced content creation and stronger measurement capabilities—giving brands the means to generate impactful content while tracking how well it resonates with Snapchat users.
Sources:
https://www.socialmediatoday.com/news/snapchat-adds-memories-resharing-updated-analytics/750619/
