Snapchat vs. the ‘Influencers’

Issue 09-11-17   |   Reviewer:   Michael S. Raisinghani, Ph.D.
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Abstract

Snapchat’s parent company, newly public Snap Inc., says the app is mostly meant to be used for communication among close friends. Snapchat provides no easy way for the influencers to tell how many views they’re getting, making it less obvious why the Lexuses of the world should pay them.

Instagram’s Snapchat stories clone, also called “stories,” has made it easier for advertisers to cut Snapchat out of their plans. Snap does not send executives to VidCon, the influencer conference in Anaheim, Calif., where Instagram and its corporate parent, Facebook Inc., have a heavy presence. Data-analysis company Captiv8 says the volume of lifestyle-focused daily Instagram stories is growing at 16 times the rate of Snapchat’s. Facebook and Twitter Inc., like YouTube, allow some influencers to get a cut of ad revenue from videos they produce.





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