Snapchat will finally share analytics with some users

A man holds an Apple iPad Mini as he uses SnapChat app
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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.