A Guide to Measuring Success on Snapchat

The mountains are yearning.
The mountains are yearning.

The Snapchat platform is proving to be more than just a selfie party between friends, but a viable tool for brands to tap into the 100 million daily users through storytelling.

There used to be a time when a larger follower count meant everything: More reach, more popularity, and more opportunity to create a buzz about your product. With platforms like Facebook and Instagram implementing new algorithms that depreciate the value of followers, it's more important now (for Snapchat especially,) to analyze different metrics to define success on your social media channels.

Total Unique Views

Snapchat measures unique views every 24 hours by the number of people who have opened the first Snap of your story. Users do not have to complete the story for the metric to count towards the total viewership.

Since this is the only analytic tool Snapchat provides, it's also the first step for marketers to recognize if their content is being consumed. To view this, click the 3 dots on the right side of the story post.

22_22-716409130
22_22-716409130

Every Snap of your story has an indicator (purple eye) to see how many people have actually viewed the video.

Completion Rate

On Snapchat, many users are consuming content in one sitting, even if marketers are sharing it throughout the day. It's easy to get that initial view of your content, but to keep users engaged from beginning to end is more of a task. To measure who is completing your stories, review the initial views of your first Snap of the story and compare them to number of views from the ending Snap. For a more defined completion percentage, divide the total views in the last snap by the total views in the first.

Screenshots

screenshoticon-775035974
screenshoticon-775035974

Users who screenshot Snaps from your story is a good indication that they are engaged and enjoy what you are putting out. Analyze your story to see what type of Snaps gain the most screenshots. The  icon represents any detected screenshot by users on any Snap. You can also go back and see who screenshots Snaps to familiarize yourself with names that could be loyal fans of your brand.

A great way to increase engagements by consumers is to create content that users have to screenshot to interact with it. An example is Taco Bell's Snapchat campaign: Simply screenshot the black and white Snap, fill it with color, and send them your finished product through the chat option for a chance to win a prize.

Untitled design (54)
Untitled design (54)

Reply to a Story

Marketers want to know what type of content is most consumed by users on Snapchat. While someone is watching your story, they can swipe up and send a quick chat. This way, you can see the message and which photo they're talking about. Reply back or add them as a friend to increase awareness about your brand in hopes of making them a loyal fan.

replysnap
replysnap

___

Are you interested in running a Snapchat campaign for your business?  Contact us to get started!

Want to receive information like this in your inbox every week? Sign up for the Social Ape Weekly, a weekly newsletter chock full of social media tips, best practices and productivity tools to help you become a better marketer!