Snapchat is notoriously unaccommodating to businesses on its platform, with brands struggling to be seen and receiving minimal audience or engagement data, a deliberate strategy meant to preserve a sense of authenticity. The result is that brands commit less money to Snapchat because they’re unable to evaluate spend accurately.
“We heard so much from businesses about wanting insights as part of what they needed to reach people in the Stories format,” Shah said.
Instagram is differentiating its product from Snapchat by releasing business account measurement tools. Instagram already provides brands data on reach and engagement within Stories, but will add impression data (which provides a true audience number), user comments and conversations generated by the posts and story drop-off data.
“We’re excited to see how brands think about integrated storytelling to get their message in front of people,” Shah said. “Given the measurement and targeting capabilities on the back end, it gives businesses a tool they actually need.”