Evaluating Your Campaigns - Lessons Coming Soon!
These are my favorite examples, and you can see more on snapchatdaily.com, on my blog, and different case studies and stories, how brands use the platform. So, now that you've put all this effort in, how do you actually evaluate it? And I was gonna spoke a little bit about it. So Snapchat does not have vanity metrics like how the platforms do. There is no way to find out how many followers you have if you are visiting this account. Snapchat does not provide any comprehensive, or for that matter, any evaluation tools for regular account users. So there is no real way to actually find out how many people are following you on Snapchat. But again, it doesn't matter because even if a million people follows you, but only 100 watch your story, then you're doing something wrong. There is other content that is performing better. But there are ways to, like in terms of number of followers, you can see how many more people are following you every day 'cause you receive a notification. Most import...
antly, you see how many people watched your story, because that's what matters. You can see if people did screenshots, and you can still see screenshots, however before, it was more important because you could not attach a link. Now you can attach a link, so if you track that link on the backend of your website, then you can say if your story was effective. And then there are comments, so you can kind of measure how much interest you have, how many questions you have and how you engage. But again, SnapChat does not offer native tools, yet. They might start offering in the future, but there are other ways to see if your campaigns are working. So you can, again, track on the backend and see if people are visiting your site based on the link swipe-ups. If you use promo codes then you can see how many times that promo code was claimed. URL traffic, sales, that's probably, at the end of the day, for a lot of people, a lot of marketers, is the number one parameter. So, if you've been patient and consistent, and have created great content, like have you actually made progress in terms of your business numbers. So because there are links and you can use very specific URLs, and because you can add call to actions to your stories, to your snaps naturally, like organically, I would suggest that you follow on these numbers, rather than on trying to understand how many people follow you and that kind of stuff, although views are still important. And there are third-party platforms that can help you measure the success of your stories. So when it comes to Snapchat creator analytics, apart from the ad platform, this is the most comprehensive way to look at your snaps if you are a creator. So if you have a good enough audience, Snapchat would open that to those who are active on Snapchat, who have the right audience, and because of the redesign, Snapchat now actually puts creators into the discover feed and if your story is starting to trend, then they will serve it higher up, and more people are likely to see it. So I saw some creators reporting over a million views just on one story on a day, because the story started getting popular and Snapchat put them higher up and they could see the statistics in the backend of the app. Otherwise, there are platforms like Mish Guru, there is Snaplytics, and they are actually showing you the numbers behind your snaps and you can actually queue your content through those apps and they will post it to your stories. So if you prefer scheduling your stories on Instagram, you can do, and try doing it through those platforms. And then there are bigger, agency-level platforms that can help you measure awareness of your product, brand awareness and stuff like that.
Just when you think you’ve got a handle on the big social media marketing players—Facebook, YouTube, Instagram and Twitter—along comes Snapchat. Do I really have to learn how to market on yet another social platform? you wonder. Can’t I just let this one slide and call it a day?
Our advice: Don’t skip Snapchat. With more than 200 million monthly active users who send 700 million photos and videos each day, the majority of whom are in the coveted millennial age group, Snapchat is becoming an increasingly popular marketing tool for companies and entrepreneurs.
Inna Semenyuk, founder of InnavationLabs and editor of Snapchat Daily, will demystify Snapchat for marketers. She’ll show you how to use the app’s unique features and disappearing content to reach new audiences, promote your products and services in a more authentic way, and win loyal customers.
In this class, you’ll learn how to:
- Target the right audiences for your business.
- Use Snapchat’s unique features and fun editing tools to advance your marketing efforts.
- Understand the newly redesigned Snapchat.
- Tell your brand story with disappearing photos and videos.
- Evaluate your Snapchat marketing efforts.