Launched less than a year ago, Snaplytics tracks and measures native Snapchat channels as well as provides insights and data so brands and agencies can assess and optimise stories and their dialogue with their followers. The new solution removes much of the manual effort around working with influencers on Snapchat and provides additional insights to answer the question of how many saw the campaign and for how long.
The Snaplytics Influencer Tracking Platform reduces the guesswork for both brands and influencers because with Snapchat, stories – and statistics – disappear after 24 hours. The challenge from the influencers’ perspective has been that they must be prepared to deliver proof that their activity was engaging and effective. Currently, this is done 23 hours and 59 minutes after the story was posted, by manually capturing a screenshot of the statistics and downloading the content.
Brands need to know they’re getting value from the influencers they deploy on various projects. This is difficult to do while juggling multiple contracts and campaigns, and trying to grab statistics a moment before the campaign disappears.
“Snapchat is one of the fastest-growing social networks in history. Many brands want to take advantage of this exciting marketing opportunity, but need a way to measure the ROI of their influencer campaigns and really understand the effectiveness,” says Snaplytics CEO Thomas Cilius.
“We wanted to make analysis easier for brands and influencers, and our new Influencer Tracking Platform will encourage Snapchat influencers, and the brands they work with, to embrace the power of social media analytics. Most of the people we’re working with don’t want intricate data analysis; they want accessible, actionable insights that can be applied to their future campaigns.”
The platform lets brands and influencers obtain insights such as number of views per story, per influencer, per campaign, and number of seconds watched in total. This answers the question of how many viewers did the campaign, for how long, and how engaged they were.
Officially launched at Snaphappen in London, Snaplytics used the platform to measure the total reach on Snapchat among all collaborators during the event. This included stories from hundreds of influencers over a 24-hour period.
“Snaphappen is the biggest gathering of Snapchat influencers to date, and to measure and report on the total reach on Snapchat for the conference is extremely exciting for us,” Cilius adds.
Snaplytics has already worked with well-known brands including Marriott, Vodafone, and Ben & Jerry’s, and currently has users in more than 30 countries around the world. Snaplytics has confirmed the service is available worldwide.