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The social Super Bowl has traditionally referred to Twitter and Facebook.

This year, Snapchat is in the mix, having had Super Bowl sponsors for the first time.

Last year marked the most social Super Bowl ever, until this year. #SB50 generated nearly 6 million tweets and continued to trend through this morning. And in all likelihood, this will be the second-most social Super Bowl a year from now.

Facebook, and especially Twitter, have traditionally been the platforms most associated with the Big Game. This year, Snapchat threw its hat in, too, selling out its Live Story with the NFL. Since the two partnered up back in September, users have created, on average, about 60 hours of content during each game this season.

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From Ted Murphy, IZEA CEO & Founder

“The thing with Snapchat that still frustrates me as a marketer is not having enough data, not being able to understand where I am in the landscape and what my competitors are doing,” says Ted Murphy, chief executive (CEO) of IZEA. “Not knowing what kind of engagement things are getting and not being able to follow things in a more public manner, it’s hard to understand what’s happening.”

Murphy points out that for a social platform, Snapchat lacks the interaction of Facebook and Twitter, at least for a brand.

It also has nothing comparable to likes or retweets, so there’s no way to know how the brands’ snaps resonated with people last night.

I looked at Google Trends this morning for Marriott and Gatorade, two brands that advertised on Snapchat but not on TV. Marriott, which was part of the Live Story, searches haven’t changed from January, though Gatorade saw a spike.

Facebook just turned 12; by comparison, Snapchat is only a baby. As the platform matures, it’s to be expected that more data will be available for marketers. But Murphy wonders whether it’s mysterious by design.

“I think there will be more measurement options, but if Snapchat wanted there to be more measurement options today, there would be,” says Murphy. “Maybe they want to have complete control over everything. It gives them more intrigue and interest.”

Murphy adds that without much transparency, Snapchat has more wiggle room to make mistakes and learn how to improve as an advertising platform. And improve, it likely will.