- Snaplytics, an SaaS firm dedicated to Snapchat insights, is introducing its Influencer Tracking Platform, designed to provide marketers with data on how many Snapchat users saw an influencer ad and for how long, per the company.
- In the past, Snapchat influencers have had to wait until just before the 24-hour lifespan of a snap expires to take a screenshot of the snap’s stats and reach, which would then be sent to marketers for data aggregation and analysis. Snaplytics’ new platform will automate the process for advertisers.
- “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,” said Snaplytics CEO Thomas Cilius in the release. “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.”
Snapchat has notoriously been one of the more difficult social media platforms for marketers to work with due to its unorthodox user interface, which has also been largely free of targeting and measurement tools for advertisers until recently, as the brand has (smartly) backpedaled on its previous aversion to integrating better optimization options.
The social media app has indeed made concentrated efforts to adjust for a user base eMarketer forecasts will grow by 27% by the end of 2016, adding several targeting options, internal measurement experts and also a number of third party measurement partners in the past few months alone.
Snaplytics’ new ITP addresses a particularly difficult ad type to account for on any social media platform in influencer campaigns, and the company's fresh focus on influencer measurements shows that they're thinking the right way about marketing; Snaplytics works with a variety of major brands including Marriott, Vodafone and Ben & Jerry’s.
As social media expands, key personalities and publishers are developing large, passionate audiences, something marketers are finding they can leverage through influencer marketing. However, concern is growing about the use of proper ad disclosures, something marketers need to be aware of.