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Snapchat Metrics That Brands Need to Know

July 19, 2016

Monitor your marketing goals with these handy Snapchat metrics.                              

 

Snapchat is all-important for brands in 2016. With over 9000 snaps shared every single second and 10 billion video views a day, businesses are eager to unlock the app’s uncharted advertising potential. 

 

 

For those who might be new to the platform, Snapchat allows users to take a photo or a video and add a caption or doodle, before sharing it with friends. You can either share your snap directly or add it to your Snapchat story. Friends can view your snaps for up to 10 seconds, before they disappear or if you’ve added it to your story it will remain in your friend’s feeds for 24 hours before vanishing into the deep, dark depths of cyber space. 

 

So how do you measure the success of a Snapchat post? The app currently doesn't provide users with any analytics tools but there are some key performance indicators like "views" which can be used to monitor your post's popularity. Below we show you how to work everything out...

 

Total Unique Views

 

Like most social channels, views are an excellent key performance indicator. Knowing exactly how many people have viewed your Snapchat story will give you a clearer understanding about the size of your audience and how engaged they are. 

 

To find your total unique views: add together the number of users next to each snap on your story. 

 

Completion Rate

 

Your completion rate will help you to understand how many users are watching your Stories from start to finish, over their 24-hour life span. If users are failing to make it to the end of your story you may need to rethink your post frequency or the content of your snaps. 

 

To find your completion rate: divide the total views of your last snap with the total views of your first snap.

 

Screenshots

 

Just like comments and shares on Facebook, screenshots are a really easy way to monitor engagements on Snapchat. Some brands even use screenshots as a polling technique, asking users to screenshot their favourite products or designs. 

 

To find your screenshot rate: divide your total screenshots by the total views of your snap.

 

Words by Dan Flay

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