How to Use Snapchat for Business 3
How to Effectively Measure Snapchat Success
Before every Snapchat campaign, you want to consider your KPIs (key performance indicators) and put a process in place to measure them.
Unfortunately, at this time Snapchat doesn’t offer a clear insights platform like Facebook. It also doesn’t play well with outside software that can help track success.
This means you want to focus on what you can measure and create an easy way to do it consistently.
Consider the following KPIs:
Every snap you upload will show a number of views at the bottom.
Views are important, especially from snap to snap, because they tell you how many people you reach.
You can also gauge the quality of your content by noting where people drop out of your stories.
2. GEOFILTER USE
It’s easy to stay on top of this as Snapchat will let you know how many people used your Geofilter.
Be sure to note the results somewhere so you can compare them again with other Geofilter designs and placements so you can do more of what’s working.
3. GEOFILTER VIEWS
Snapchat will also track how many people view your Geofilter. This number will be a LOT bigger than uses because it takes into account everyone who sees the snaps that have your filter on them.
Even if you only purchased a filter for a few hours, this number will grow for 24 hours as the snaps are viewed.
4. PROMOTION REDEMPTIONS
Depending on how you run your promotions, measuring the ROI can be done in a few ways.
For example, say you chose to do the coupon code for users to redeem at your online store. As long as this code is unique to Snapchat, measuring its success is as easy as seeing how many times the code was used.
Every time someone takes a screenshot, Snapchat will let you know.
Using this as an engagement CTA is smart because you can easily measure the ROI. Knowing what users like to see will assist with future content creation.
Using Snapchat for business opens a world of opportunities. The trick is a mix of planning, creativity, and consistency.
Follow these steps to make the most of your Snapchat efforts:
1. UNDERSTAND HOW TO LEVERAGE ALL THE SNAPCHAT FEATURES AND FUNCTIONALITY:
- Text message
- Image message
- Video message
- Reply chat
- Live chat
2. UTILIZE PROVEN SNAPCHAT ENGAGEMENT TACTICS SUCH AS:
- Behind the scenes
- Event coverage
- Product or service demos
- Employee interviews
- Influencer campaigns
- Using custom geotag filters
3. EXECUTE A CONSISTENT MEASUREMENT PROCESS AND DETERMINE SNAPCHAT KPIS LIKE:
- Geofilter use
- Geofilter views
- Promotion redemptions
IN WHAT WAYS ARE YOU CONSIDERING USING SNAPCHAT FOR BUSINESS?
Originally published at Aliste Marketing on September 10, 2020.