Snapchat now allows creators to advertise their followers. This is the first time that Snapchat has provided its users with any general metric about followers or audiences, and it represents a fundamental platform change, as first reported by Tubefilter. In a statement to The Verge, a Snap spokesperson said, “We’ve heard comments from our creator community, and many of them have expressed interest in being able to show that their Snapchat community is growing,” so they’re making subscriber spending visible. Creators can enable or disable this feature in their settings.
In September, the company unveiled creator profiles that give platform users more insight into their audience and help them coordinate with brands. The fact that Snap claims that its creators want to showcase their growing community through total followers indicates that they want an audience metric to show how successful they are with brands. On Instagram, for example, brands often look at follower counts and engagement rates to gauge how great an author is on a platform. On Snapchat, brands had to ask creators to share these details before making a deal. Revealing these metrics makes this conversation easier and helps creators and brands determine if a deal between them will work. This could lead to Snapchat becoming a more creative platform as more influencers see an opportunity to act.