Why is Snapchat falling in popularity
Snapchat Marketing: Now the first analytics tools are coming
Snaplytics & Co help with measuring and optimizing
As a company that has its own profile on Snapchat, how can I measure how successful my Snaps are and optimize my marketing activities accordingly? So far, this has been difficult to achieve for several reasons. The first tool providers who have specialized in the area of Snapchat Analytics now want to offer a remedy at this point.
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"Snapchat has grown in popularity enormously, but it has been very difficult to measure the whole thing," says Mick Hansen of Snaplytics in an interview with Online Marketing Rockstars. Large, international companies such as McDonalds, Coca-Cola, Starbucks and Asos are likely to face this problem, as are German companies that maintain their own profiles in the app and post snaps. Local companies that do Snapchat marketing include Sixt, Karstadt Sports, Zalando, Bild, Pro Sieben and also soccer clubs like FC Bayern.
Snaplytics is now targeting all of these companies and service providers. The company's software tool shows users how many followers they currently have on Snapchat, how this number has developed over a specified period of time, how often their snaps and stories were accessed, what the "completion rate" (percentage the number of users who called up a story consisting of several snaps) of a snap and how many users took a screenshot.
A look at the Snaplytics demo account
Snapchat itself focuses on advertising analytics
A tool with which users can bundle the reach and response of their Snapchat activities and analyze them over a longer period of time has not yet been offered to average users by Snapchat. The company under CEO Evan Spiegel currently seems to be concentrating more on compiling data on the reach and effectiveness of paid advertising formats on Snapchat, and for this purpose is, for example, partnerships with other companies and market researchers such as Millward Brown, Nielsen and Tune (for measuring the success of app Install advertisement).
Anyone who, as the operator of a company profile on Snapchat, wanted to get an overview of the overall development of the account, on the other hand, had to help themselves with screenshots and self-compiled Excel tables. Because on Snapchat, access and interaction numbers disappear from the platform together with the content after 24 hours at the latest. In addition, the sum of contacts or followers is not explicitly shown in the form of a number.
Snaplytics now wants to make the tracking of Snapchat much easier. The company was founded by Hansen (developer) in January 2015 together with Thomas Cilius (CEO) and Anders Landau (Chief Product Officer) in Copenhagen. “We spoke to many brands and agencies and saw a great need for such a tool in the market.” This target group is also reflected in the ambitious pricing: The standard version of Snaplytics costs 179 US dollars a month, a pro Larger Feature Version $ 299 / month. "The tool is not intended for individuals who want to measure their personal activities," says Hansen.
If you pay more, you can post with a delay
The Pro version of Snaplytics offers a publishing function, but is currently still in a beta phase. This allows users to upload pictures and videos to their Snapchat account via Snaplytics and specify when exactly they should be posted. The function also opens up the opportunity to post more elaborately produced content on Snapchat that is not only created with the app and a smartphone. In addition, users can use Snaplytics Pro to export their data to Excel and create reports based on their own needs via an interface. If you want to test the basic functions of the app, you can do so in an online demo account.
As a YouTube demo by Snaplytics shows, the Analytics section of Snapchat recently included a feature called “Bigger Picture”. There, users were able to see across stories and snaps, for example, how the access figures have developed over a certain period of time, or when the snaps are opened most frequently - in order to optimize their activities accordingly. "We removed this function for the time being because it provided little information and rather caused confusion," says Hansen. "We want to reintegrate them soon when we have found a way to highlight the relevant insights more clearly."
"We are careful when collecting the data"
But how does Snaplytics get the range and usage data necessary for the analysis? So far, Snapchat has not officially offered an API (Application Programming Interface) through which such data can be extracted from the app. Hansen is largely covered at this point: "We do not use the 'reverse engineered API' that other providers use, but are much more cautious."
Because Snapchat has not yet provided an API, many developers have reconstructed ("reverse engineered") how Snapchat processes data and at which points it is transferred, and even tinkered an unofficial interface. There are thousands of entries on the Github developer platform that deal with the topic and in which the corresponding programming codes are made available. As a result, there are now many unofficial third-party apps that offer additional features for Snapchat - often saving snaps.
There is a risk of account blocking
However, this development harbors several risks: On the one hand, users of third-party apps run the risk of their Snapchat account access data falling into the wrong hands - because they have to provide them in order to use the third-party app. In addition, the third-party apps may have low security measures. In the fall of 2014, the operators of the Snapsaved app, which can be used to save snaps, admitted that they had been the victims of a hacker attack and that 100,000 private pictures of Snapchat users were exposed to the digital public in this way. Snapchat then began to act more aggressively against such third-party apps. Since then, anyone who uses a third-party app has run the risk of their Snapchat account being blocked.
Even if Hansen does not want to explain in detail how Snaplytics collects data, he wants to reassure potential customers: “We have been on the market with the software for eight months; it has been used for 80 accounts so far. So far, none of them have even been warned by Snapchat. ”In November 2014, after the snapsaved leak, Snapchat announced that it would warn users who were identified by the company as using a third-party app.
Snaplytics' customers include the young US publishing group Clique Media Group (“WhoWhatWear”), which claims to have 31 million followers across all social media platforms. Snaplytics also has the New York digital agency The 88 and the Swedish mobile agency Wicked Society, which apparently also acts as a sales partner, as further reference customers on the website.
Several US influencer agencies also offer tools
Snaplytics is now one of several providers that offer analytics tools for Snapchat in the market. The Danish startup is not only the only provider with European roots, but apparently also the only one that focuses solely on the analytics part. Many of the other market participants also sell creative or other agency services.
The New York influencer marketing agency Delmondo (in which, among other things, Gary Vaynerchuk is said to be involved via Brave Ventures), for example, mediates between high-reach Snapchat stars and companies and also offers a Snapchat analytics tool. According to the company, the software should also enable benchmarking with competitors and a comparison of engagement on Snapchat with that on other social media platforms. Price information for the use of the tool cannot be found on the website - the tool may also be a means for the agency to get a foot in the door of companies and then be able to offer additional services.
Similar business models can also be found with other providers in the market, such as the Californian agency Naritiv. The company operates the equivalent of a YouTube multi-channel network within Snapchat and has already built up a portfolio of 120 creators, according to an article on Digiday. A corresponding analytics solution is apparently also part of the offer. Disney and Greylock Partners, among others, are involved in Naritiv. The Texan company Gnack operates a platform for influencer marketing on Snapchat and Instagram and, according to an Adweek article, claims to have “cracked the code” on how to measure the success of Snapchat marketing. Customers are said to include Johnson & Johnson and Nestlé.
Proof of range based on smartphone screenshots
With a corresponding analytics solution, Delmondo, Naritiv and Gnack could solve the problem that brands, when carrying out influencer campaigns on Snapchat, have previously relied on the respective account owners to provide them with screenshots of the range of the respective product placement Snaps made available - and that these were of course easy to manipulate using graphics editing.
Even closer to the Snaplytics product is the New Zealand startup Mish Guru, which also claims to have developed a tool for posting and tracking on Snapchat. Mish Guru doesn't give any prices on the website either. The company received seed funding of 440,000 US dollars from New Zealand investors in the summer of 2015 and then opened an office in New York, among other things, in order to gain a foothold in the USA and other markets. Unlike Snaplytics, Mish Guru also offers optional creative services, including consulting, content production and the implementation of entire campaigns.
If the use of a corresponding analytics tool is too expensive or too risky for you, the only thing left to do is track yourself. This YouTube video provides a first introduction to “self-made Snapchat Analytics”; the social media blog Crowdbabble provides a corresponding Excel template including a detailed explanatory video.
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