Snapchat’s rolling out some new ways to make more use of your Snap content, along with some additional analytics elements to help creators improve their in-app performance.
First off, Snapchat’s adding an option that will enable you to create videos from your Memories, essentially building a highlight reel clip of your favorite Snap moments.
As you can see in this example sequence, you’ll now be able to create a video from a selection of your Memories clips, with a dedicated soundtrack for your newly created video.
You’ll also be able to choose from creative templates for your compilation, providing another way to get more value from your previous updates.
Which is also the focus of Snap’s next update, with Snapchatters now also able to automatically save their public Stories directly to their profile, “so that fans can catch up on and revisit their favorite creator content.”
Which runs counter to the traditional ethos of Snap, in focusing on in-the-moment, disappearing updates, in order to enhance the immediacy and intimacy of in-app connection.
But Snap’s been moving away from this for some time, as an option at least, by providing more ways for creators to maximize the value of their updates, by keeping them available beyond the initial 24-hour period.
The risk is that this moves Snap more into parity with other apps, diluting its differentiation. But from a creator perspective, it also makes sense that they would want to keep their best content around for longer to help build their profile and presence.
It’s an option, either way, so users don’t have to do this, but I do think there is a risk in Snap gradually moving away from its ephemeral roots.
Snapchat’s also rolling out a new video editing UI, with a timeline-aligned format, which will make it easier to manage your video projects in the app.
As you can see in this example, the updated video editor is more like the display in CapCut or Edits, with multiple tracks for your project, enabling more granular editing and customization.
Finally, Snapchat’s also officially announced its new analytics elements, providing more insight into content performance.
As per Snap:
“We recently rolled out new insights across Stories and Spotlight, making it easier than ever for our global community of creators to optimize their content and continue to get rewarded for doing what they do best: being their authentic selves on Snapchat.”
Snap’s updates metrics include:
- Returning Viewers – the number of viewers who watched a creator’s public content for at least 12 days over the last month. Repeat viewership reflects real connection and interest. Creators can share this metric with brands to demonstrate audience loyalty.
- Top Content – a creator’s most watched Spotlight posts and Public Stories by total views over the last 28 days.
- Total View Time – a creator’s total view time across Spotlight posts, Public Stories, and Profile Stories.
- Views by Traffic Sources – creators can see Content and Profile views based on the source of the view, including Discover For You, Following, Spotlight, Search, Chat, and Profile.
- Spotlight Average View Time – the average amount of time Snapchatters spend watching a creator’s Spotlight posts.
- Spotlight Average View Rate – the average percent of a creator’s Spotlight posts that Snapchatters completed watching.
Some handy insights, and some additional content options that could help creators get more out of the app.
And with Snap looking to maximize its opportunities, it needs to enhance its appeal to creators where it can, though again, shifting away from disappearing content could risk leaving the app more generic, and less appealing in comparison.
