With its youthful audience and authentic content, Snapchat offers marketers several benefits; however, its limited metrics can leave them wondering whether the channel is worth their while.
A survey of 6,500 U.S. teens conducted by investment bank and asset management firm Piper Jaffray Companies also found that 28% of respondents consider Snapchat the most important social network, as reported by Business Insider.
But in terms of more granular user behavior or ROI metrics, Snapchat comes up short.
The absence of any good metrics in Snapchat and a proper API is the number one problem for marketers, says Jan Rezab, founder and executive chairman of Socialbakers—a social media marketing and analytics provider.
Some brands have already been able to crack the Snapchat code and leverage the channel successfully to drive awareness.
This allowed the brand to correlate their Snapchat activities with sales lifts for particular product lines at certain locations.