In a recent survey conducted of our largely female influencer network, we discovered that Snapchat is not even mentioned in the list of favorite social media platforms. Instead, Instagram tops the list.
So why the lack of love for Snapchat from our influencers? It could be in the design of the platform itself. According to this article on eMarketer, the fact that Snapchat was designed to limit the recipients of the content shared could be one of the main reasons influencers shy away from using this platform.
Influencers need to have their content seen by as many people as possible, regardless of the platform, so Snapchat’s features contradict the goals of influencer marketing. “Instead, Snapchat relies on maintaining its air of exclusivity and a target user base that leans heavily toward the young.” (source)
Snapchat is trying to gain acceptance from influencers, however, by giving influencers the ability to use the Official Stories feature which has only been reserved for celebrities. But is it enough? Only time will tell.