A recent article by AdWeek highlighted a new trend of Snapchat influencers disclosing paid content with #ad or #sponsored hashtags.
Though hardly anything new in the world of influencer marketing in general, Snapchat has flown largely under the radar for such disclosures.
The ephemeral nature of the platform (with posts lasting a maximum of 24 hours) means that enforcing the FTC regulations has been difficult. Combine the lack of enforcement with a belief that disclosing sponsored posts can make them less effective, and it's easy to see why full disclosure hasn't yet been the status quo. But the recent actions of some high profile influencers suggests this may be about to change.
Last week, a handful of high profile Snapchat influencers (Shaun McBride, Josh Peck, David Lopez) began identifying sponsored content with #ad or #sponsored hashtags, and in the process may have signified a shift in Snapchat influencer marketing.
Shaun McBride, aka Shonduras, Snapchat story
The Snap Boom
Snapchat's come a long way from its early days as the 'sexting app'. On the back of continued innovation to the user experience, it now boasts more than 150 million daily active users, eclipsing Twitter.And unlike other social media platforms, users seem to react positively to the many platform changes.
This fluid environment appeals to Gen Z and young Millennials and has been key in fuelling Snapchat's growth. As the platform continues to add new features and refine its offer for advertisers, that growth has thus far shown no signs of slowing down.
And that growth and increased prominence could be precisely what's influencing the shift towards disclosure.
Last month, Snapchat announced the roll-out of Memories, a feature which enables users to save and catalogue snaps. The move suggests a shift towards a more lasting experience, a Snapchat way of creating a process more in line with traditional social media platforms. This hints towards a Snapchat experience that isn't totally rooted in the ephemeral, which would pose some interesting developments for advertisers and influencer marketing.
The Disclosure of Influence
With the increased attention brought about by the new advertising API and overall platform growth, this shift towards disclosure could be a response of savvy Snapchatters preparing themselves for greater focus from the US Federal Trade Commission (FTC).
The FTC are clear about the regulations - regardless of the platform, paid content should be designated as such. If the post is sponsored, paid for, or supported by a brand, the audience have a right to know.
But it's not just a matter of regulation. Though influencers and brands can more than likely get away with obscuring sponsored arrangements, it's still misleading the audience, and in the long run, misleading an audience isn't in anyone's advantage.
Effective and sustainable influencer marketing is built on trust and transparency. No-one likes being misled, so the fact that some Snapchatters coming out on the front foot to ensure they are being transparent with their audiences is a good thing.
And when viewed in a broader context, this shift could be seen as an indication of Snapchat maturing as a platform.