snapchat and instagram strategy updateinsightinnovation.org/images/2018/02/eu/thomas.pdf ·...
TRANSCRIPT
FEATURED IN
SNAPLYTICS
THE MARKETING PLATFORM FOR NEW SOCIALmanagement, metrics and growth made easy
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
Detailed and automation insights for Snapchat and
Convenient and automated publishing for brands and
agencies
Monitoring of competitor activities on Snapchat and
Instagram Stories
Vertical content studio for brands and TV stations with
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
