Last week we explained how to use Snapchat. And this led us to ask ourselves another question: how do we measure our popularity on this social network? Facebook or Instagram have “likes”, the interactions, the number of subscribers. It is more or less the same on Twitter. But with Snapchat, if you are a brand or an agency how do you do to measure the popularity of an influencer?
The engagement or the popularity of Snapchat accounts are measured on interactions and not in terms of subscribers or comments. Indeed, the only numerical data that appears on our Snapchat account is the score and the number of views on a story.
You will find your score here:
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By clicking on Snapchat (on the top bar) on the screen on which you receive your snaps. The first figure is the number of sent snaps, the second the number of received snaps. And when you click on the little ghost on the home page: the number that appears under your nickname is the sum of these two datas. You have a point for each sent or received snaps. And if by adding your two numbers, you do not fall on your total score, this is normal. For example, reply directly to a snap gives more points. Send a snap to your “best friend” (defined by the application) also gives you more points. The Snapchat score is actually based on your use of the application. So if you want a big score, what you have to do is to send snaps. However, having a big score, does not mean to be popular because it is based only on personal exchanges.
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But then it’s not really a way to measure its popularity. It only tells us if you are very active on the application. However, there are other data that could measure this.
Indeed, when you publish a story, you have access to the number of views and screenshots of your story. You are the only one with access to these data. This can be interesting for a brand that wants to work with a Snapchat influencer to have access to these numbers. Since the number of “subscribers” is available only if you contact a Snapchat representative (or if you do it by hand. If you have more of 100, good luck).
With over 100 millions users, the application is a place of choice for brands that want to reach a young population. So there are gaps to fill in the application and its functionality to allow brands to find perfect influencers for campaigns via this media. Even if it does not stop brands like McDonalds and Samsung who are willing to pay up to $ 750 000 per day to display an advertisement on the application.
We will keep you informed if a tool capable of measuring the commitment of a community and analyze campaigns results is out!
