snapchat and instagram strategy updateinsightinnovation.org/images/2018/02/eu/thomas.pdf ·...

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SNAPLYTICS

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AGENDA

• THE DATA

• METRICS COMPARED

• THE SNAP UPDATE – SO WHAT

• STRATEGY TIPS FOR STORIES

THE MARKETING PLATFORM FOR NEW SOCIAL

AUTOMATED ANALYTICS

SCHEDULED PUBLISHING

COMPETITOR MONITORING

STORY STUDIO

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Instagram

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agencies

Monitoring of competitor activities on Snapchat and

Instagram Stories

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multiple feeds

WHY DO WE HAVE THE DATA?

Since 2015

ANATOMY OF SNAPCHAT AND INSTAGRAM

SNAPS + STORIES

DISCOVER+ STORIES

SNAPSSTORIES

DISCOVER

WATCH ALL

AGENDA

• THE DATA

• METRICS COMPARED

• THE SNAP UPDATE – SO WHAT

• STRATEGY TIPS FOR STORIES

NUMBER OF VIDEOS AND PICTURES IN A STORY, LAST 6 MONTHS

0%

5%

10%

15%

20%

25%

3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20+

SnapchatInstagram

NUMBER OF ASSETS IN THE STORY

PE

RC

EN

TA

GE

OU

T O

F A

LL

ST

OR

IES

n = 43.000 STORIES

DAY OF THE WEEK FOR PUBLISHING (2018)

0%

3%

6%

9%

12%

15%

18%

MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY SUNDAY

SnapchatInstagram

DAY OF THE WEEK FOR THE STORY

PE

RC

EN

TA

GE

OU

T O

F A

LL

ST

OR

IES

n = 8.000 STORIES

COMPLETION RATE, 6 MONTHS AVERAGE

94% 93% 91% 89% 88% 87% 86% 85% 84% 82% 82% 82% 81% 80% 78% 78% 77%73%

80%76% 73% 71% 69% 68% 67% 67%

63%66%

62% 63% 65%62% 62%

66%

60% 61%

3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20+

SnapchatInstagram

NUMBER OF SNAPS IN THE STORY (~ NUMBER OF SECONDS IN TOTAL)

% S

TA

RT

ING

TO

VIE

W T

HE

ST

OR

Y

AN

D W

AT

CH

ING

TH

E L

AS

T P

AR

T

n = 20.000 STORIES

AGENDA

• THE DATA

• METRICS COMPARED

• THE SNAP UPDATE – SO WHAT

• STRATEGY TIPS FOR STORIES

FROM A ’SEE ALL’ TO AN ALGORITHM BASED PRIORITIZATION (AS WITH INSTAGRAM)

SNAPS + STORIES

DISCOVER+ STORIES

NEWOLD

SNAPS STORIES DISCOVER

DISTRIBUTION OF ACCONTS WITH CHANGE IN OPENS BEFORE AND AFTER THE UPDATE

PERCENTAGE CHANGE IN OPENS WEEK 44-46 TO WEEK 4-6

56 ACCOUNTS WITHOPENS > 5000 ANDACTIVE IN WEEK 44 TO 46 2017 AND WEEK 4 TO 6 2018

AVERAGE DROP25%

2%4%

9%7%

5%

11%

18%

25%

9%

4%2% 2% 2% 2%

-100% -90% -80% -70% -60% -50% -40% -30% -20% -10% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

AGENDA

• THE DATA

• METRICS COMPARED

• THE SNAP UPDATE – SO WHAT

• STRATEGY TIPS FOR STORIES

TAKE-AWAY FOR THE STORY STRATEGY

FOLLOW AS MANY BACK AS POSSIBLE

YOU WILL SHOW UP ON THE LEFT SIDE

LAST PICTURE/VIDEO IS THE TEASER

MAKE IT TEMPTING TO VIEW YOUR STORY

CONTENT IS STILL KING

POPULAR STORIES ARE PROMOTED FOR REACH

SNAPCHAT FOR LONG FORM

COMPLETION RATE FOR LONG FORM IS SKY HIGH

STORIES AROUND BRAND PROMISE

COMMUNICATE WHAT THE BRAND IS REALLY ABOUT

SNAPCHAT IS FAR FROM DEAD

FREE LUNCH WENT FROM BUFFET TO PLATE SIZED

THOMAS CILIUSthomas@snaplytics.ioPhone: +45 6131 5559

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