Fired up on SnapChat? Here’s how you can measure your marketing on SnapChat!
SnapChat just made it to the stock exchange with its recent IPO; now everybody is interested in one thing: how SnapChat makes money. SnapChat makes money as most of the online enterprises: the flowing of advertising budgets. But to make SnapChat valuable for marketers, a simple demography and usage data is not enough. They want to know how they can measure their marketing performance on SnapChat. Here’s a quick guide on how you can assess your performance on SnapChat as a marketer.
WHAT
SnapChat drives 6 billion daily video views – all from mobile devices. That is a massive number. To compare it, Facebook has 8 billion daily video views, and YouTube has 4 billion. SnapChat's traffic comes only from mobile, which makes it super unique. It is not for teens only – three-quarters of US users are above 18, and more and more people joining the platform above 25 as well. It is the 4th largest social network now behind Facebook, Twitter and Instagram and the highest viable platform in 2016.
WHO
SnapChat's launch was widely welcomed and used by those in their teens. Now the picture is more lively and diverse than that. Most of the users on SnapChat are people above 18 and there's an increasing number of users who are above 25 as well. It is the quintessential app for millennials.
HOW
Of course, like all other social networks, SnapChat offers the opportunity to place ads on users feeds. You can create easy Snap Ads, much like the same as you do in Instagram, YouTube or any other interactive social media platforms. Snap Ads will appear on users feed as a 10 seconds limited snap video. You can also utilise SnapChat's unique features like SnapChat Live Stories and Snap Lenses but these are only usable with a live offline event, and they are potentially very costly.
Click here to read "Decoding SnapChat's Popularity".
METRICS
SnapChat became popular due to its privacy features. Because of the nature of this feature, the measurement is challenging to say at least. It is hard to measure something that encourages the secrecy of the users. However, there are some key insights you can get directly from the SnapChat platform.
First, you want to know how many users viewed your snaps. That is the most important metric for you, though it is pretty straight-forward and baseline. You will know pretty much strictly the exact number of users you reach with your snaps. You will also know how many users watched the full story of your SnapChat Stories.
Second, you want to know how loyal your followers and how engaging the content you create. SnapChat has limited options to measure direct engagements but taking a screenshot of a snap is a good indicator as a user will download your snap for reuse.
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