We are currently entering the wild west of Snapchat, uncharted territory that marketers love to compare to the early days of Facebook and Twitter. When we throw those big network names into the mix, we can start to get pretty excited about what Snapchat can do to further bolster our ongoing social campaigns.
Snapchat may still be the new kid on the block, but we understand how important becoming an early adopter of a new trend can be and some of us are primed to claim our space right now. We’ve even seen a few creative success stories from larger brands like Taco Bell and Victoria’s Secret, but some marketers have been experiencing trouble finding similar value with their Snapchat efforts.
This highly personalized network appears to be the perfect channel for delivering our message directly to the consumer and it seems relatively straight forward. You send the snap, they view the snap and voila, your brand grows. Well… not so fast. If you’ve experimented with a Snapchat campaign or even used it on a personal level, you may have noticed that Snapchat is designed for the user and provides little insights for a marketer to analyze.
In addition, Snapchat is lacking a significant third party analytics tool that can help display our content performance on a universal dashboard, meaning that you’ll need to analyze your data manually. By taking a closer look at the information that Snapchat does provide, you can begin to find tangible metrics and learn how to effectively measure your Snapchat efforts. Continue reading “Metrics That Don’t Disappear: How to Effectively Measure Your Snapchat Efforts”