Snapchat Analytics: How to Measure Your Brand’s Efforts on the App. Benefits of using Snapchat metrics Gain insights about your audience See what content performs the best with your audience Gain a competitive edge in the market Unlock engagement strategies Discover key engagement times 6 Snapchat analytics that matter (and how to track them) For social media marketers, Snapchat presents an enormous opportunity to share brand stories. Unique views For any social media marketer, knowing how many people are engaging with your content is critical information. Screenshots can also help encourage engagement and are particularly useful when measuring the success of a coupon code or other screenshot-focused campaign. Regularly keep track of your screenshots to learn which content types (photos, videos, photos with text, filtered images, etc.) This can be calculated in Snapchat through completion rates. To calculate your story’s completion rate simply divide the final view count by the first view count. Fall-off rate Related to completion rates, your fall-off rate can give you powerful insights into the engagement strength of your story by revealing exactly where followers stop watching your story. For each Snap, note the posting time and date and compare the unique views and completion rates earned during those periods. Just take a look at some of the creative geofilters being created by brands of all kinds.
“I wish these photos I am sending this girl would disappear.” Such were the infamous words of inspiration that led to the billion-dollar idea of social media app Snapchat. Launched by whiz kids Evan Spiegel and Bobby Murphy (not to mention the disgruntled Reggie Brown) in 2011, Snapchat is now used by some 150 million people users every day.
Incredibly popular amongst the younger generation, Snapchat is used by 41 percent of all 18- to 34-year-olds in the United States alone. But it’s not just the younger set who are getting their Snap fix on—over half of all new Snapchat users are over the age of 25. And now brands, too, have caught on.
Given Snapchat’s status as the fastest growing social media platform, it stands to reason then that the app presents brands with a hugely untapped marketing potential. From publishing to beauty, savvy brands of all shapes and sizes are now clamoring to get their share of the Snapchat pie.
But, jumping on the Snapchat bandwagon is only step one. Like any marketing platform, you’ll also need to understand, and prove the effectiveness of its use. Enter, Snapchat analytics.
Why Snapchat analytics matter
For social media marketers, knowing exactly how your social media efforts are performing is critical. The same goes for your Snapchat campaigns. By using Snapchat analytics, you and your team will be able to prove the return on investment (ROI) of the platform to your head honchos (and you’ll keep your job to work another day).
Benefits of using Snapchat metrics
- Gain insights about your audience
- See what content performs the best with your audience
- Gain a competitive edge in the market
- Unlock engagement strategies
- Discover key engagement times
6 Snapchat analytics that matter (and how to track them)
For social media marketers, Snapchat presents an enormous opportunity to share brand stories. But while more and more brands jump onto the platform, much mystery (and frustration) persists for brands trying to extract usable data. True to its organic nature, Snapchat’s metrics are a loose assortment of extractable data—much of which must be manually calculated on the daily.
Yep, Snapchat is the wild west of social media metrics. As the app matures, and greater numbers of brands flock to its snappy shores, we’re likely to see more sophisticated metrics tools emerge. In the meantime, we’ve summarized six key Snapchat analytics to help you draw meaning from the Snap-sanity.
1. Unique views
For any social media marketer, knowing how many people are engaging with your content is critical information. On Snapchat, this is told through unique views. The total unique views refers to the number of people who have opened the first video or image and viewed it for at least one second. Snapchat only counts each viewer once (regardless of how many time they watch a Snap or Story) thereby presenting an accurate metric of how many viewers each photo or video snagged.
2. Screenshots
On other platforms, like Twitter and Facebook, engagement is often tracked through likes, comments and other reactions. In the wilds of Snapland, engagement can be tracked through screenshots (which shows how many people took a screenshot of a Snap). Screenshots can also help encourage engagement and are particularly useful when measuring the success of a coupon code or other screenshot-focused campaign.
For example, in their Valentine’s Day Snapchat campaign, Taco Bell invited followers to screenshot a Valentine’s Day card from their brand Story and share it with friends through direct message.
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