Snapchat is too big to ignore anymore — driving more than 10 billion daily video views by users.
10 billion views (with a b). Let that sink in for a second.
That’s massive. By comparison, Facebook has 8 billion daily video views. What’s so different though, is Snapchat’s 10 billion views are coming exclusively from mobile devices.
For marketers, there’s a huge opportunity to tap into that audience and tell new stories, as it’s not just a platform for teens anymore. 3/4th’s of US users are over the age of 18, and we’re seeing more people over the age of 25 joining the platform, a number expected only to grow in 2016.
But while many marketers have spent the better part of the year getting used to the platform itself, one of the biggest things that’s still confusing people is measuring success of content on Snapchat.
When we already see marketers struggle to make meaning from established data sources it’s understandable why a new and complicated platform like Snapchat without formal analytics would be hard for marketers to dive right into.
On Snapchat, marketers should focus less on the number of connected followers they have and more on the number of people consuming their stories. In fact, most users can’t even see how many followers they have on Snapchat, instead you can measure how many people view your snaps on average.
Fortunately, we’ve built Snapchat analytics software to help solve this problem, but we’ve also put together some of our findings from this year and distilled then into the four key metrics that will get you started.