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Engagement: We’ll look at the number of people who send Snaps back to us to help determine how engaging our content is.We’ll also analyze what kind of content performs best so that we can deliver more of what our audience wants. We’ll measure those numbers to determine if people are watching the whole story or giving up halfway through. Views/Completion Rate: Snapchat lets you see how many people are watching your story and where they drop off in the process.Are we seeing new followers being added or are people unfollowing us? Followers: We’ll measure our audience size after six months and assess growth.

Snapchat provides some very basic information that we’ll be using to track our success: We never launch on a new platform without first thinking through how we’ll measure whether we’re successful. If you want historical fun facts, insider peeks at our national monuments and even the occasional helpful hint, make sure to follow us on Snapchat by searching for USAGov. We’ll be showing behind-the-scenes looks at the people and places that make our government run and help deliver services and benefits to the public. We want to use Snapchat to give the government more of a human face.

The government can seem like a big bureaucracy to many people who interact with it. But millennials also need government benefits and services (getting a license, registering to vote, understanding and applying for federal student aid). Right now we know our general user demographic trends older, and we struggle to connect with the younger demographic through our current social media channels. Snapchat is the go-to platform for a younger generation. With an engaged audience that large, it was time for us to adopt the platform. There are more than 100 million daily active users. According to the White House blog, 60 percent of Americans ages 13-34 are on Snapchat.
