You don't know the number of people following you or viewing your snaps. To gauge success and glean metrics from Snapchat requires a lot of manual calculations - which for larger campaigns results in a huge time cost.Īs Snapchat continues to grow as a marketing platform, it is likely it will provide a means of analytics tracking, but in the app's current incarnation, it's simply not useful. Poor analytics reporting.įor a platform to be useful as a marketing channel, there must be a simple way of calculating ROI and measuring the success of a campaign. Let's take a look at some of the biggest problems still plaguing Snapchat marketing. Even though Snapchat is moving in the right direction, in my opinion, the app still doesn't cut the mustard. Also, in Snapchat's defense, they have recently attempted to remedy some of their major issues, such as re-sharing content (Snapchat memories), the short life of content (Snapchat Stories) and poor means of promoting discovery (new search function). After all, visual content is huge right now, as is all things mobile. I initially found Snapchat to have a lot of potential.
As the CEO of a digital marketing firm, I am constantly exploring new venues for audience engagement. While Taco Bell and others have achieved big things with Snapchat, there is also a vocal group of digital marketers, myself included, who find Snapchat less than ideal. Plus, the majority of Snapchat users hail from the coveted millennial demographic, with 41 percent of 18- to 34-year-olds using the app. Taco Bell has also demonstrated the tool's viability as a successful channel for contests and giveaways. It's also still seen as cool and can help humanize a brand and make it seem more authentic. It allows brands to engage in one-on-one communication with their audience.
Nevertheless, many brands have started using Snapchat for marketing ventures. Given the horror stories that arise from boss's stumbling across old Facebook content, or celebrities receiving backlash over something they tweeted five years ago, it's no wonder why the ephemeral nature of Snapchat's messaging is appealing to millennials who desire free expression without having their every whimsy and off-hand comment inscribed in stone.īut, while the short-lived snaps appeal to users, it's not the best for marketers. Related: 3 Ways to Use Snapchat for Marketing
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