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Snapchat’s “Our Stories” are generating tens of millions of views

Snapchat s Our Stories are generating tens of millions of views Gigaom


A few weeks ago, a friend sent me a Snapchat screenshot of someone’s contribution to New York’s Snowmageddon “Our Story.” The app showed them that it was viewed 25 million times and users took a screenshot of it 5,000 times.

I found other “Our Story” contributors who also saw views in the tens of millions, one of whom saw views as high as 27 million. For the Snapchat newbies, “Our Story” is a collection of snaps submitted by users about certain events, like music festivals and holidays. These last 24 hours before disappearing.

To put “27 million views” in context, Sunday’s Oscars were viewed by 36.6 million people, according to Nielsen ratings. That’s the Oscars — one of television’s most popular live events. Breaking Bad, which famously smashed viewership records in its season finale, had 10.3 million viewers for that episode.

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Users took a screenshot 5000 times. That's one screenshot for every 50000 views.

The photo was viewed 25 MILLION times? People are hungry for microentertainment on their phones.

After this story ran, Snapchat reached out and clarified that these are unique user views — in other words, the “Our Story” view number isn’t inflated by people watching the story multiple times. It’s the number of actual users who viewed it. Snapchat’s most recently rumored monthly active user number is 100 million.

As far as I can tell, Snapchat’s “Our Story” metric hasn’t been reported yet. Prior to publishing, a Snapchat spokesperson wouldn’t confirm the numbers with me. She said the only number Snapchat is currently releasing publicly about story views is that one billion stories are viewed a day, which includes individual users’ stories. As a result, it doesn’t give us a good sense of Snapchat’s ability to rival television with its “second screen” features like Our Story and Discover.

After publishing, the company wouldn’t go on record confirming that they’re seeing this amount of views. They did however said the numbers sent to users who get a snap into a story are accurate.

I hopped on the phone with the 25 million Snowmageddon “Our Story” contributor, who wanted to remain anonymous, and they confirmed the data. Ifound nine other examples on Twitter of people who posted similar numbers after their snaps made it in an Our Story. Almost half of them were over 10 million views.

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