Using Snapchat as a business tool isn’t common as this photo sharing social platform can get trickier at times. However, for people using Snapchat, maximizing sales is a definite goal and in this post, we will be talking about 5 specifics for realizing the same.
Before moving any further into this piece, it is important to analyze and understand the varied performance metrics associated with Snapchat and how each one uses the extensive data sets for helping entrepreneurs with their marketing errands.
Snapchat marketing is a new aspect but can be extremely resourceful in the long run. Moreover, this isn’t a keenly contested sphere which then gives ample opportunity to marketers for expressing themselves without inhibitions.
So, let’s get the ball rolling—
#1. Following Total Opens Closely
Total Opens is a term used to address the total number of views across all your Snapchat stories. This aggregated metric helps marketers gauge both growth and content popularity over the concerned platform. They can also fall back to other plans if any content isn’t gathering the expected number of views.
If you, as a marketer, are serious about Snapchat— it is important to monitor Total Opens in the closest possible manner. A wide number of third-party tools are also available for monitoring the same alongside determining other analytics on the go.
The concept of Total Opens can be segregated further in two categories:
There should be definite plan when you are disbursing content over Snapchat. The idea here is to focus more on quality and less on quantity. If a particular snap isn’t receiving the expected attention, it’s evident that other stories will meet the same fate. Therefore, it is advisable to get an unbiased feedback and post what you think can offer value.
Envisioning marketers need to thrive on the power of user anticipation by offering content that weaves a story. If you are posting a video, the length shouldn’t exceed 1 minute and should still have a definite beginning and an end. The idea here is to make the viewers follow the video throughout. When it comes to images, the series of snaps must recite a story.
Existing businesses over Snapchat have been following the aforesaid techniques for long. However, if you aren’t sure of the content format, it is always advisable to ask the audience for preferences.
Looking at the growth strategy is as important as empowering the content, if not more. Be it the connections with audience on Snapchat or analyzing the target beforehand, focusing on growing bigger than yesterday should be of paramount importance.
#2. Monitoring the Open Rates (Average)
Much like the Total Opens, Open Rates are also important when it comes to assessing your marketing popularity over Snapchat. Open Rate is synonymous to the percentage of your Snapchat following that opens and looks at your story. Higher Open Rates signify higher levels of engagement which is expected to work well for businesses who are looking to amplify their sales figures.
Repurposing stories, sharing Snapchat ID over other platforms and offering regular content might build you a following but you must learn to engage the audience with quality. Unengaged followers are like abominations to your existing marketing strategy.
Lately, many streaming firms have taken to Snapchat for popularizing their content as they can readily share codes over the collaterals i.e. social pages. One example would be the inclination of streaming clients to share the availability of high quality movies over their website— in the form of short videos or pictures. The likes of Cinemabox HD quality movies, 1080p YouTube Videos or Youtube Videos downloader and other options can then be easily proposed to the concerned community— building loyal following and subsequently higher open rates.
This metric, however, only works for profiles with viable audience base. At the end, everything boils down to the growth strategy and content quality.
#3. Tracking Screenshots
Snapchat might not let viewers save images but screenshots can always be taken. The best part about this photo sharing platform is that marketers get an intimation whenever someone screenshots the story. This is actually a great determinant of the overall snap popularity.
One way to generate more screenshots is to be proactive with the snaps. Having an editorial calendar can serve perfectly as marketers can therefore stay ahead of the contemporaries— throughout the year. The only thing you need to understand is only valuable content gets saved in the form of screenshots.
A small checklist of screenshot-worthy stuffs would include discount coupons, spotlights, quotations and anything that can be repurposed. Event updates are great options for Business to Business communities.
This metric showcases the higher levels of engagement as there is always room for improvement even if the open rates and total opens are on the higher side.
#4. Observing Completion Rate
This metric gives a good indication of the followers who viewed the story, till the end. The story might be a single snap or a collection of the same. In layman’s language, this can also be termed as the retention rate. Loyalty of your following can be gauged using this metric. One tip to amplify the completion rate is by keeping the stories brief which in turn will keep the viewers engaged.
Another tip would be to add some text to each snap— just to make it slightly more comprehensive. Another approach includes adding Call to Actions with the snaps— asking the audience to do certain tasks in return for perks.
Most businesses follow a mechanical approach when it comes to creating stories. Opt for stories that connect with your audience base. Random posts are usually for personal purposes and kill engagement for marketers. Never follow one-off campaigns and always try to include the existing snap with the story— just to make sure the story comes as an update and not as a mere notification.
#5. Analyzing Followers
Most social platforms offer analytics to help marketers with follower tracing. Snapchat is no different and the last metric involves assessing the follower growth across multiple channels. Once the follower source is gauged it becomes easier to adjust strategies— accordingly.
For example, if followers are finding or adding you via the Snapcode, you must consciously try to promote the same over varied platforms. If you are more inclined towards adding friends, make sure a follow back is received. One way of finding out the same is to check out for the snap score. If you, as the receiver can see the same— it means that friend has followed you back on Snapchat.
Creating a winning marketing strategy over Snapchat might not be easy but it can certainly be rewarding courtesy the lack of competition. The idea here is to make use of these 5 metrics for improving your marketing performance and even Snapchat following.