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Photo: studioEAST/Getty Images

Beginning today, Snapchat says it will share new analytics with creators of “Official Stories,” including some media companies and other brands.

Why it matters: Unlike other social media services, Snapchat long resisted giving users insights into the performance of the content they post, arguing that its app is for talking with friends. This has been frustrating both "Snapchat celebrities" and brands, but keeping these creators engaged is crucial for Snapchat to remain competitive with other social media apps.

Snapchat's analytics arrive as the company is rolling out of a new design of the app that separates content from friends and content from publishers and influencers. It also comes just weeks after Snapchat announced it would be making its content available off of its core app, expanding visibility to creators’ content. 

  • Analytics could help creators understand which content resonates with their audiences amid a design overhaul that creates a more personalized experience for users. 
  • During its latest quarterly earnings call, CEO Evan Spiegel admitted that the company had neglected creators, and plans to focus on them this year.
  • A growing number of brands have been using Snapchat's Stories to produce creative content for fans, but have been frustrated with the lack of information about their content.

Go deeper

18 mins ago - World

Myanmar military fires UN ambassador after anti-coup speech

Photo: Peerapon Boonyakiat/SOPA Images/LightRocket via Getty Images

Myanmar's military regime on Saturday fired the country's Ambassador to the United Nations, Kyaw Moe Tun, a day after he gave a pro-democracy speech asking UN member nations to publicly condemn the Feb. 1 coup, The New York Times reports.

Details: State television said the ambassador had "betrayed the country and spoken for an unofficial organization which doesn’t represent the country and had abused the power and responsibilities of an ambassador."

Scoop: Biden admin call on Putin pipeline provokes GOP anger

Putin chairs a video meeting in July 2020. Photo: Alexei Druzhinin/Sputnik/AFP via Getty Images

A briefing between the State Department and congressional staff over Vladimir Putin's Russia-Germany gas pipeline got tense this week, with Biden officials deflecting questions about why they hadn't moved faster and more aggressively with sanctions to stop its completion.

  • The Biden officials also denied negotiating with the Germans over a potential side deal to allow the pipeline to be finished.
Updated 2 hours ago - Politics & Policy

Coronavirus dashboard

Illustration: Annelise Capossela/Axios

  1. Health: Biden: It's "not the time to relax" COVID mitigation efforts — Tracking coronavirus variants through sewage.
  2. Vaccine: FDA advisory panel endorses J&J COVID vaccine for emergency use — About 20% of U.S. adults have received first vaccine dose, White House says — New data reignites the debate over coronavirus vaccine strategy.
  3. Economy: What's really going on with the labor market.
  4. Local: All adult Minnesotans will likely be eligible for COVID-19 vaccine by summer — Another wealthy Florida community receives special access to COVID-19 vaccine.
  5. Sports: Poll weighs impact of athlete vaccination.
  6. World: Brazil's capital enters 24-hour lockdown as coronavirus cases surge.