Snapchat’s years of neglecting influencers have caught up to the company. At one time, those influencers offered an opportunity for Snapchat to grow its audience and even steal some attention from other platforms like Instagram. But Snapchat failed to capitalize on the opportunity and has seen Instagram seize it. Now, Snapchat has decided to try to win back the influencers it has lost to Instagram over the past year. Neither its success or its failure is certain.
“What Snapchat needs to do is show influencers it can build a meaningful audience and give them the means to monetize that audience. Influencers are driven by social currency,” said Eric Dahan, CEO of influencer network Open Influence.
[Read the full article on MarTech Today.]
About The Author
Tim Peterson, Third Door Media’s Social Media Reporter, has been covering the digital marketing industry since 2011. He has reported for Advertising Age, Adweek and Direct Marketing News. A born-and-raised Angeleno who graduated from New York University, he currently lives in Los Angeles. He has broken stories on Snapchat’s ad plans, Hulu founding CEO Jason Kilar’s attempt to take on YouTube and the assemblage of Amazon’s ad-tech stack; analyzed YouTube’s programming strategy, Facebook’s ad-tech ambitions and ad blocking’s rise; and documented digital video’s biggest annual event VidCon, BuzzFeed’s branded video production process and Snapchat Discover’s ad load six months after launch. He has also developed tools to monitor brands’ early adoption of live-streaming apps, compare Yahoo’s and Google’s search designs and examine the NFL’s YouTube and Facebook video strategies.
This marketing news is not the copyright of Scott.Services – please click here to see the original source of this article. Author: Tim Peterson
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