Snapchat is being hailed as the new place for brands to get in touch with millennials, however what are the measurements and metrics like for marketers? This Wall Street Journal article explores Snapchat though the eyes of a marketer.
When marketers work with social media influencers on platforms like YouTube, Instagram or Vine, they are accustomed to getting detailed performance reports on how their ad campaigns perform.
When marketers work with the still nascent collection of Snapchat influencers, they are lucky to get screenshots.
Screenshots? Well, when a marketer pays a Snapchat creator to make a video featuring their brand, they typically have to rely on that creator to take a screenshot of their personal Snapchat page—something only they can see—with their phone. That’s essentially the only way for an advertiser to know how many people see an influencer’s Snapchat video and to feel comfortable that they got what they paid for (since most social influencers promise advertisers a certain amount of viewership for their content).