Snapchat for Brands: Steps to Increase Snap Views & Story Completion Rates

According to Snapalytics research, the recent autoplay update in Snapchat has increased visibility of more snap stories, but (as expected) also led to fewer people watching complete stories.

There are many theories on why viewership of complete stories declined. One simple reason is that users didn’t intentionally choose to watch that persons’ snaps; the story just started playing automatically. Another reason is because some people think they are watching a friend’s snaps — and all of a sudden are watching another person’s story — so they swipe away to go back to see what other friends are doing.

Research reveals that the Snapchat autoplay feature increased story opens by 2%, but reduced story completion by around 5%.

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Viewer Engagement: Factors Impacting Audience Attention in Online Learning

Do ever wonder how you can keep viewer attention when live streaming?

Do you want to improve viewer involvement in your online videos?

As the host of a weekly video chat for nearly three years, I’m always striving to increase attention and audience engagement. Some video engagement factors I’ve noticed include: the topic of the chat, day/time of the chat, length of the chat, featured guests in the chat, and number of viewers interacting during the event (e.g. conversations in the Blab sidebar or Twitter conversation).

Right now, I’m digging into research into different types of video productions that are similar to live-streaming. Last week, we looked at factors that increased engagement during live webinars. This week, I’m examining ways professors can improve video engagement in their online courses — and how many of these factors apply to live streamers.

Researchers analyzed a data set of 6.9 million video watching sessions of online courses to find out what factors led to more engagement in online lectures. The video lectures were given by professors at MIT, Harvard, and Berkeley.

Engagement on video content was based on time spent watching the video — and sometimes a video was followed-up by a multiple-choice question designed to check a student’s understanding of the video content.

Here is what the research revealed:

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Live Streaming: Strategies to Increase Audience Attention & Engagement Activity

How do you develop live streaming content that will capture your audience’s attention?

How do you keep viewers engaged and/or entertained so they want to spend time with you?

After all, distractions abound.

Technology is a siren that constantly pulls our attention away.

How many apps provide you notifications? How many emails do you need to read? Do you have any snaps to see? What about Facebook or Instagram updates to check out? Any phone call messages or text messages to respond to?

Some studies suggest that we have attention spans of 8.25 seconds.

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Social Media Listening: Smart Ways to Discover Actionable Data for Your Business

As a social media community builder, listening is a key aspect to my work.

Listening helps me find my target audience online

Listening helps me understand the topics and trends that matter

Listening helps me find out the pain points of my community

Listening helps me discover what channels drive traffic & revenue

Listening helps me develop better content

Listening helps me engage better

The trouble with listening is that it takes time – and there isn’t always a clear financial ROI. You can spend all day analyzing social media data, but not achieved one of your social business goals (e.g. customer care, improve brand awareness, web traffic, leads, etc.).

After all, there is a ton of data to analyze.

Social media listening tools provide you with demographic data, social mentions by regions, data on competitors, data on influencers, data on best times to post, data on what type of content performs well (and where), sentiment data, etc. And then there is time-consuming unstructured data (e.g. video, audio) that is difficult to analyze – or live streaming data that can be a beast to tackle.

The trouble isn’t collecting the social media data, it’s analyzing the right data and making actionable decisions from it. 

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Steps to Building a Successful Anchor Strategy for Your Business


I know your business might be tempted to use Anchor like a broadcasting tool. However, that would be missing the whole point of Anchor.

Anchor is your telephone, not a megaphone. The Anchor community prefers personal and authentic conversation, not polished lectures.

Before diving in, you need to consider the business challenges:

  1. Your target audience might not be on Anchor (yet)
  2. Your target audience might not want to engage with you on Anchor
  3. There are no analytic platforms to help you measure success
  4. You might not have time in your day to engage in audio conversations
  5. You’ll need to know how to handle complaints and/or customer care through audio
  6. Anchor might not fit with your overall social business strategy
  7. You might not know who should be “the voice” for your brand

There are many other reasons why your brand might avoid Anchor right now.

And that’s okay.

You shouldn’t join a social media channel unless it aligns with your business goals. That said, if your business goals include improving engagement with your target audience and increasing trust, Anchor is a great social network to do this.

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Anchor Analysis: Ways Businesses Can Use & Discover Audio Commentary

In the latest update to Anchor, members can now add voice commentaries to any content on the web.

The process is pretty simple when using any mobile browser:

First, click on the share button on your mobile browser.

Scroll through your list of share options and select “More” if you don’t see Anchor listed.  Once you select more, you can enable Anchor to appear as a sharing app.

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Anchor Analysis: How to Use Waves for Business

There will be some brands who join Anchor to simply use the platform as a broadcasting platform. However, that would be missing the whole point of Anchor.

Anchor is not your megaphone, it’s your telephone. It’s a beautiful platform to build conversations with your community. It’s about dialogue – not dictation.

Here are ways to initiate Anchor conversations around work you’re already doing:

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Anchor Analysis: How to Repackage Waves for Business

Do you want to see more engagement on Anchor?

Are you trying to build a business case for spending time on this emerging platform?

One of the benefits of creating content in Anchor is that the content doesn’t expire like on Periscope and Snapchat. The content lives on and becomes part of larger conversations (especially when using hashtags). Just because you’re not getting immediate engagement doesn’t mean you won’t.

A wave you created last week can start getting replies and plays a month from now. And you can help inspire discussion on your older waves by repackaging these waves on other channels.

Here are just a few ways to repackage Anchor waves:

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Brands, Use Anchor like a Telephone – Not a Megaphone

Brands, please use Anchor like a telephone –  not a megaphone. This means listening and adding value to Anchor conversations — not using waves as your audio ad channel.

If you’re thinking about using Anchor for business, here are some suggestions before diving in:

1. Spend most of your time listening – not talking.

Don’t start creating audio content without first listening to how others are using it. Spend several hours navigating Anchor to listen to discussions that matter to your community.

Listen to some of the trending conversations going on to get a feel of the Anchor culture. If you don’t enjoy listening to other people’s points of view, this platform is not for you. Most of your time on this platform should be listening, not talking.

One of the biggest benefits to listening is that you’ll discover topics and challenges your target audience has. As you listen to waves based around topics important to your business, have your notepad open so that you can jot down the interesting comments made. These waves can inspire a boatload of content. You just need to listen – and take notes of what is being said (and by who).

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