Up Your Content Game With New Snapchat Insights

On 12 June, Snapchat confirmed it has added six new metrics to track the performance of Stories (a set of posts that’re public for 24 hours) and Spotlights (a creator and content discovery newsfeed).

The latest Snapchat insights are:

• Returning viewers: See how many viewers have watched your content for at least 12 days in the past month
• Top content: Your most viewed Stories and Spotlights from the past 28 days
• Total view time: How long users have spent watching your Stories and Spotlights overall
• Views by traffic sources: Which parts of the app users are discovering your public content and profile page from

Of these new Snapchat insights, I expect businesses to benefit most from seeing their top performing content and traffic sources. This data will help you to understand which content types and formats your audience enjoy the most, so that you can finetune your social media strategy.

If you’re trying to grow on Snapchat, traffic source insights will indicate whether your current posts are getting you seen on the Spotlight and Discover pages. This will also help you reduce the cost of Snapchat ads by indicating the ad placement that’ll get you maximum visibility.

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These insights aren’t just beneficial to your own performance. When choosing Snapchat influencers to work with, asking for their returning viewers data will help you understand the quality of the relationship they have with their audience.

Snapchat Spotlight Insights

Snapchat also released two insights solely for Spotlight:

• Average view time: How long users spend watching your Spotlight videos
• Average view rate: The average percentage of your videos users watch til the end

While existing Spotlight metrics show the views your posts receive in the discovery feed, this doesn’t tell you much about the quality of views. These new metrics dig deeper to uncover whether users are enjoying your content or skipping past it. 

While these metrics will give an indication of the quality of your content, there’s only so much you can learn from an average. Hopefully, Snapchat will let you track completion rate and view time insights for individual posts soon, which would help further inform your content strategy by identifying the exact posts that work.

Snapchat’s insights can be viewed within the mobile app. However, you’ll only be able to view them if you have over 1,000 followers or a verified account.

To check Snapchat insights, log into the Snapchat mobile app. Then, you’ll need to click your Bitmoji or logo in the top left of the screen, which will take you to your profile page. From here, click the “Insights” tab.

If your target audience skews young, Snapchat is a great social media platform for your business to consider. It has many unique interactive tools to help you connect with your audience on a deep level, such as in-chat ads and AR Lenses (branded filters that users can try on virtually).

With Snapchat’s insights expanding regularly, you can get more information about your audience’s interests and behaviors, which you can use to guide content decisions that achieve your social media goals.