As Snapchat seeks to boost its revenue potential, one key area of focus has been platform influencers, and working to build bridges with them after a long history of ignoring the platform’s most prominent creators.
To that end, this week, Snap has launched a new program called ‘Snapchat Storytellers’ which will connect brands to Snapchat influencers for content collaborations.
“[Snap creators] will star in ads for Stories and Discover or provide creative direction to brands with their expertise, gleaned from gathering audiences of millions over the past few years, in exchange for cash. Top creators can often earn tens of thousands of dollars or more for deals with brands.”
The program makes a lot of sense, especially for Snapchat. With social platforms all turning to algorithms to determine what users see in their feeds in order to boost engagement, and algorithm reach largely defined by post engagement, influencer marketing has become a key consideration for all brands looking to boost brand awareness and campaign performance.
Rather than trying to build your own following, you can use the expertize of creators who already know the platforms, who’ve already built audiences using each app’s tools. On Snapchat, this can be especially helpful, as the platform’s options are not as simple, the app is not as easy to use or navigate as other social options. Tapping experts, already well versed in the various Snap processes, can have a huge impact.
As noted, this is the latest in Snap’s efforts to establish better connection with creators. Last August, Snap opened up its 'Official Stories', which had previously been reserved for big name celebrities, to platform influencers too, while the app’s widely discussed redesign also sought to better highlight creators by including their content within the Discover feed.
This latest program stems from that meeting, with Snapchat keen to show that it is listening, and that it is keen to work with influential users to help them build their audiences and monetize their skills.
And for brands, the program could provide a range of new opportunities. While it’s only in its early stages, and therefore very small, as it expands, businesses will be given the chance to tap into the skills needed to create resonant, engaging Snap campaigns, and connect with the app’s young audience.
There are some similarities to Facebook’s ‘Brand Collabs Manager’, which will seek to connect brands with relevant platform influencers – Snapchat’s program is much smaller in scale, at least at this stage, but as noted, connecting with Snap influencers will likely prove more valuable to those looking to connect with audiences through the app.
There’s still some way to go in Snap’s efforts, but the program is an encouraging sign for the company’s future planning. If Snap can further ingratiate itself with its top creators, and use them to help brands make more of the platform, that could prove key in expanding the revenue potential of the app.