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Top Snapchat Influencer Marketing Agencies

Following closely behind YouTube and Instagram, Snapchat is the third most popular social platform among Gen Z-ers. Though posts only last 24 hours on the app, over 50% of those within that demographic opened a brand ad on Snapchat[1]. Snapchat’s popular has not only continued to increase among users, but also with brands looking to promote their products and services.

But before you invest in Snapchat influencer marketing campaigns, you should understand what the app does, how brands use Snapchat for influencer campaigns, and the marketing power of the app as a whole.

The State of Snapchat: What You Need to Know

How Much Money Did Snapchat Make in 2020?

The social media platform, Snapchat, brought in $2.5 billion in revenue in 2020. Each quarter within the year, the global revenue increased significantly, from $454 million in Q2 to $678 million in Q3, and finally, an enormous $911 million to close out the year[2].

Is Snapchat Dying?

Snapchat is definitely not dying. On the contrary, it is arguably a more powerful influencer marketing platform than any other. The level of engagement on Snapchat affords brands more success with influencer marketing campaigns. Users are not just scrolling through feeds like with other social media networks- they stay engaged through the quirky, raw content viewable on Snapchat.

The lack of algorithm also contributes to Snapchat’s success- brands and content creators alike no longer have to worry about their posts becoming buried amongst the feed. With Snapchat, content is always accessible to followers and can appear on the Discover or Spotlight pages for further engagement.

Snapchat Faces Tough Competition

With the introduction of the Stories feature on Instagram, Snapchat found themselves struggling to compete. They both share the same purpose, in that they are disappearing “stories” which are only visible for 24 hours on the platform.

If you’re wondering which was the chicken and which the egg- Snapchat launched first. Snapchat stories was launched in 2013, giving users the ability to post content for a 24-hour period of time during which others could view them as many times as they liked. Instagram added their stories feature in 2016, inspired by the success of Snapchat Stories. Instagram stories enable users to share content in the same way that is viewable for 24 -hours and an unlimited number of times.

What is the Difference Between a Snapchat Business Account and a Personal Account?

Although businesses are encouraged to set up a business profile on the Snapchat app, there’s really no different between a business account and a personal account. As a business, if you want to advertise on Snapchat, you will need a business account- only business accounts can publish ads.

Creating a business profile through the app is incredibly easy- you just need to establish a personal account first. After setting up your business on the platform, you can create campaigns with the Ad Manager.

By creating a business profile, other Snapchat users can “subscribe” to your account and your number of unique subscribers is visible to all other users. Highlights, lenses (creative effects and filters), and even shops are visible on a brand or influencer’s business account.

Are Big Name Brands Actually Using Snapchat?

Some of the biggest brands out there are using Snapchat as an influencer marketing platform. One of the most successful campaigns on Snapchat was launched by Taco Bell. For Cinco de Mayo, the Mexican fast-food brand created a lens featuring a taco head. Users took selfies of themselves with a taco head and posted, shared, and reposted these hilarious photos. The successful influencer marketing campaign was viewed 224 million times.

Coca-Cola made some noise during their 2018 World Cup campaign. Ads on the platform plus popular geofilters and lenses featuring Coke bubbles resembling footballs helped the Coca-Cola brand reach over 1.2 million fans following the Belgian victory[5].

Additional campaigns that have found success on Snapchat are GrubHub, Unicef, Burberry, among other big brands.

What Demographics Use Snapchat?

The Snapchat platform is dominated by female users, as nearly 60% of those who use the app around the world identify as women[3].

When it comes to the age of the audience, it is clear that Snapchat is used primarily by younger generations. Nearly 50% (48% as of 2020) of the user based is comprised of Gen Z-ers. Those users are between the ages of 15 to 25 years old[4]. The second most popular age group to take to Snapchat are Millennials.

What Are the Most Successful Types of Snapchat Videos?

Snapchat users are attracted to the raw, real-time content that their favorite brands and content creators post. These videos generally feature exclusive behind-the-scenes content or videos of influencers at home in Los Angeles engaging in everyday activities.

Geofilters and lenses are incredibly popular videos amongst Snapchat users. These different filters allow users the ability to take creative selfies and act as influencers themselves.

Who are the Biggest Snapchat Creators?

The unique thing about Snapchat is that all users are essentially Snapchat influencers and creators. Thanks to Geofilters and lenses, Snapchat everyday users are taking photos of themselves with branded filters. They can share these branded images on their Snapchat Stories or even download them the post them to other social media channels.

An incredibly popular Snapchat influencer is DJ Khaled. Although the peak of Khaled’s career took place before the inception of the Snapchat platform, the DJ, producer, and CEO, is now referred to as the “King of Snapchat” with 13.5 million subscribers on the platform. Khaled joined Snapchat in 2015 and has shared quite a lot of his life in real time on the platform since then. He even broadcast the birth of his son to followers on the social media platform[6].

Another iconic Snapchat influencer is the world famous Kylie Jenner. Kylie has such an influence on her audience that she was solely responsible for plummeting the Snapchat (SNAP) stock in 2018. She took to Twitter to express her displeasure with the newest Snapchat app update and layout by stating that she never opens her Snapchat app anymore- “ugh this is so sad.” Over 1.2 million people signed a petition to revert back to the previous design in agreement with Kylie [7]. Kylie has since rekindled her romance with the Snapchat app and is using it to broadcast her Los Angeles lifestyle in addition to partnerships with iconic brands. Kylie used Snapchat to announce her ambassadorship with the Adidas brand.

Snapchat vs TikTok vs Instagram Reels: When Should You Use Each One?

It’s no secret that video content is one of the most engaging modalities that social media influencers create. Videos are shared 12 times more than images or text on social media platforms[8]. But when it comes to an influencer marketing campaign, you may wonder if you should create content for Snapchat, TikTok, or Instagram. Our New York-based influencer marketing agency experts review the requirements and uses of each:

Snapchat

With behind-the-scenes videos and real-time footage of events, Snapchat can be a useful tool for event influencer marketing. Images and short videos can be posted on Snapchat stories, but be warned, they only stay up on the platform for 24 hours.

TikTok

The TikTok platform is a video-only social network which allows short videos up to 60 seconds long. Content for this platform is typically consistent with trends or challenges-from fitness to cooking to pranks.

Instagram

Instagram content can feature photos, videos, or text, and can be posted in an influencer’s feed, stories, or reels. There is more freedom as far as content types for the Instagram platform.

How Do Users Find Brand Accounts on Snapchat?

Many Snapchat users have already sought out and followed their favorite brands. Through the search feature on the app, users can search for brands by name or hashtag. Users can subscribe to their favorite brands in order to have any new story content pop up on their “stories” page. This allows them to watch fresh content posted by their favorite industry leaders and avoid missing any announcements.

Brands are also discoverable through the “discover” area of the app. Here, popular videos that others have viewed and align with your interests pop up for you to discover.

Is Snapchat Popular in Influencer Marketing?

Many influencers connect with their followers on Snapchat, therefore, it is a popular influencer marketing platform. Snapchat users, in general, use the platform to connect with people they know personally or influencer personalities, like content creators and celebrities. Influencers use Snapchat to post sponsored brand content videos, content with product placements, or use geofilters and lenses created by brands to build brand awareness.

 

For Influencers: Your Snapchat Questions Answered

How Much Money Can an Influencer Make as a Snapchat Creator?

The revenue that Snapchat influencers can generate from promoted content and collaborations varies based on number of subscribers. Some influencer agencies have established a score that they assign each Snapchat influencer. This is a useful took given the inability to track engagement on Snapchat. The Fanbyte score gives user a numerical score from 1 to 100- the score shows how much influence an individual has over followers. Naturally, with a higher score, the pay for each sponsored post will be higher. Supposedly, Snapchat content creators can earn $10 for every 1,000 followers, per post. That’s a pretty penny for every single subscriber on the platform. Let’s say you have 80k subscribers- that means you can take home $800 for each piece of sponsored content.

Which Brands Work With Snapchat Influencers?

Many top brands work with Snapchat influencers. Those brands with younger target audiences (Generation Z and Millennials) are typically the ones most likely to work with leaders on Snapchat. Iconic brands like Coca-Cola, AT&T, and the NBA have partnered with Snapchat influencers to promote their brands.

How Much Do the Top Snapchat Influencers Make?

Top Snapchat influencers can bring home upwards on $20,000 per post depending on the partnership and campaign. Some Snapchat social media personalities earn $100,000 per week on the platform as a result of sponsored content. Those individuals have massive followers of subscribers and incredibly high engagement.

Who are The Top Snapchat Influencers?

Many of the popular Snapchat influencers today are celebrities, yet there are numerous leaders from micro-influencers to mega-influencers rising on the platform. Some of the biggest names on Snapchat include:

  • King Bach @kingbach
  • CyreneQ @cyreneq
  • Brittany Furlan @brittanyfurlan
  • Evan Garber @emgarber
  • Logan Paul @loganpaul
  • David Dobrik @daviddobrik

 

Among celebrities, the top Snapchat names out there are:

  • DJ Khaled @djkhaled305
  • Michelle Obama @michelleobama
  • Kim Kardashian @kimkardashian
  • Kylie Jenner @kylizzlemynizzl
  • Cardi B @iamcardib
  • Ariana Grande @moonlightbae

How Can I Connect With Big Name Brands Looking for Snapchat Influencers?

The best way to collaborate with brands is through a New York influencer marketing agency. These specialized agencies have close relationships with both top brands and influencers from various platforms. They can pair the right influencer with any big name brands looking to implement influencer campaigns into their marketing strategies.

Some influencers find high-paying marketing campaigns with big brands by reaching out to them directly. Before contacting a brand, be sure that you’re familiar with the product/service that they provide. Familiarize yourself with past campaigns they have launched in and which influencers participated in said campaigns. Were they successful? What did you find worked? What may not have worked?

How Do Snapchat Campaigns Compare to Other Social Media Marketing?

Given the nature of the app, Snapchat marketing campaigns are relatively different than other social media influencer marketing strategies. All content only remains visible for 24 hours, which means it must be incredibly engaging to pique users’ interest.

There are a few different campaign methods marketers use for Snapchat influencer marketing strategies:

Behind-the-Scenes

Influencers on Snapchat often post real-time content giving users an exclusive peek into various occasions. These could be elegant red-carpet events, brand-sponsored themed parties, or any other occasion that Snapchaters might be interested in. Chrissy Teigen recently attended a chocolate-making session at Kollar Chocolates with her husband, John Legend[9]. She snapped photos of her delicious antics throughout the evening and even let followers in on her chocolate disaster when he edible masterpiece took a spill in the back of the car. Followers couldn’t get enough for the journey and unfortunate ending.

Takeovers

An account takeover is a common tactic used on various social media platforms, but particularly Snapchat. In a takeover, an influencer takes over a brand’s Snapchat account for a period of time- typically a few hours or days. By announcing to their own subscribers that the influencer will be taking over the brand page, it not only elevates brand awareness but also encourages audiences to subscribe to the company page. By subscribing, they will be notified of influencer stories throughout the takeover.

Lenses & Geo-filters

Lenses and geo-filters are unique to Snapchat and are an integral part of the marketing strategies on the platform. Lenses are filters that users can apply before taking a photo or video. They often alter the way their face looks during selfie-mode (like turning one’s head into a taco a la Taco Bell) or may affect the environment behind or in front of a user (like Coke bubble footballs). Branded lenses typically have the logo or brand name in the corner of the lens, letting both lens users and those who view their snaps become aware of the brand.

Geo-filters are similar to lenses, however, they are applied to photos and videos after they have been taken. Following snapping a pic, a Snapchat user can switch to apply a filter to the image. Branded geo-filters are based on location, therefore, if a user is near a local business, the geo-filter will be available. This strategy can help users learn about popular brands near them.

Sponsored Posts

Sponsored posts are probably the most popular type of influencer marketing campaigns on Snapchat and across all other platforms. On Snapchat, these types of posts can involve an influencer interacting with the actual product/service or may include a branded lens. Most sponsored posts have a clear call to action, encouraging users to “check out the new San Francisco location” or “subscribe to our newsletter” at the end. Some may include a coupon code or sale exclusively for Snapchat users who view the story.

Unboxings

These types of posts are less popular on Snapchat that on other platforms, but they still promote a great deal of engagement. In these stories, influencers open packages sent to them by big brands. The influencer does a full “unboxing” and lets subscribers see their genuine reaction when opening up products that they may or may not have used before. Followers love the authenticity and genuine nature of unboxing videos.

Reviews

Again, YouTube or other longer video platforms tend to house the majority of product reviews, but influencers also take to Snapchat to chat about their favorite things. Snapchat influencers use stories to give their honest opinions on products or services and advise their audience on whether they recommend purchasing from said brand. In general, influencers collaborate with brands that they have good experiences with so most reviews are positive.

 

For Brands: What You Need to Know About Snapchat Marketing & Influencer Marketing Campaigns

How Much Money is Typically Spent on Snapchat Advertising?

Advertising on Snapchat can be done a few different ways.

What Size Influencer Should I Hire for My Influencer Campaign?

The right influencer for your Snapchat marketing campaign depends on your goals and target audience. Influencers are usually segregated into tiers based on following size. The levels are:

  • Mega-influencer (1M+ followers)
  • Macro-influencer (500k-1M followers)
  • Mid-tier influencer (50k-500k followers)
  • Micro-influencer (10k-50k followers)
  • Nano-influencer (1k-10k followers)

 

Although subscriber size and fan base may appear to be the most important component contributing to an influencer’s influence, that is not true. Other factors like engagement rate, online visibility, and niche contribute to an influencer’s reach. A full-service influencer marketing agency specialist can advise on which size influencer is the best fit for your campaign.

Can I Hire a Snapchat Influencer Through a New York Influencer Marketing Agency?

If you are looking for high quality creative content, a full service influencer marketing agency can help. Both brands and influencers work closely with digital marketing experts to launch successful campaigns.

Are Snapchat Influencers Expensive?

Depending on the subscriber size and engagement rate of an influencer, the price for branded content or a marketing campaign can vary. Some mega-influencers, like well-known celebrities, may require several thousand dollars for sponsored content, whereas micro-influencers may could be agreeable to a sponsored post in exchange for free products.

How Can I Measure the Success of my Influencer Marketing Campaign?

There are numerous metrics that top marketing agencies use to measure the success of an influencer campaign. A few of the key metrics that marketers look at include:

  • These Snapchat insights include views and screenshots. Unlike YouTube, Instagram, or Facebook where engagement can be easily tracked through analytics, Snapchat engagement is unique. Snapchat doesn’t have features similar to likes, shares, or comments, therefore screenshots of content are the most significant form of engagement. Agencies can also monitor unique views and story completions (whether a user watched the entire story video or simply clicked out before completion).
  • Lead generation. Leads can be generated through Snapchat a few different ways. Any users who engage with the influencer’s content (through unique views or screenshots) can be collected as leads.
  • Website traffic. Branded stories through business accounts on Snapchat allow users the ability to swipe up to visit links. Analytics can measure which website traffic resulted from any given influencer marketing campaign.
  • Affiliate links or codes used. If an influencer offers an affiliate link or code on a sponsored story, the use of that code can be tracked. Again, depending on your campaign goals, high use of an influencer’s code can signify a successful campaign.
  • Conversions. Based on your desired outcome from the marketing efforts, arguably the most important metric to measure is conversion. A conversion for your brand may be an online sale, an email newsletter signup, or subscribing to the brand’s Snapchat account.

How Much Money Should I Allocate to Influencer Marketing?

The amount your should allocate for influencer marketing depends on your marketing goals. It will also vary based on whether you elect to run your influencer marketing campaign with an agency or execute it yourself.

What is the Typical ROI for a Snapchat Campaign?

The typical return on investment for Snapchat marketing campaigns varies based on the specific campaign itself. According to case studies recorded for top brands, the ROI for several campaigns ranged from +20% to +30% return on investment[10].

How Can I Avoid Influencer Fraud When Planning My Snapchat Influencer Marketing Campaign?

Part of any marketing strategy should be selecting and evaluating the right influencer for the campaign. A top full-service agency based in New York ensure that all influencers are fully vetted prior to recruiting them for campaigns.

Fake influencers can lose your brand both money and credibility. When an influencer (on Snapchat or any other social media platform) buys follower, these accounts are fake bots. Although the number of subscribers or followers on an influencer’s account may be high, these accounts aren’t dedicated fans of the influencer. You will pay a higher price for branded content without successful results.

How can you avoid being the victim of influencer fraud? Be sure to work with an agency that specializes in influencer marketing to confirm that they have ruled out any fraudulent influencers.

Who is On Snapchat?

Anyone can start a personal Snapchat account to connect with friends, influencers, and their favorite brands. From average Joes to award-winning celebrities, the network contains a wide range of personalities. But of the 229 billion daily active users on the platform, nearly 80% of the userbase is under the age of 35[4].

How Can I Find Snapchat Influencers?

The best way to find a Snapchat influencer for your digital marketing campaign is through an agency that specializes in influencers. Although it’s possible to find some content creators through a PR company, an agency who is dedicated to social media influencers will have the most connections with reliable Snapchat leaders.

How Can I Make My Influencer Marketing Campaign More Successful?

The key factors that can help brands have a successful influencer marketing campaign include:

  • Finding the right influencer
  • Choosing the correct platform
  • Selecting the proper type content (image, video, reel, live, story, etc.)
  • Allocating enough for a superbly executed campaign

Is Snapchat Influencer Marketing a Worthwhile Investment?

Depending on your target audience, investing in a Snapchat influencer campaign can definitely be worthwhile. If your brand serves a younger demographic (i.e. under 35-years-old, as nearly 80% of Snapchat users fall into this age group), then Snapchat influencer marketing could absolutely help brands like yours.

How can Snapchat Influencers Help My Brand Awareness Outside of Snapchat?

Snapchat influencers tend to have social media accounts on various platforms in addition to Snapchat. By cross-posting content, your influencer marketing campaign can go beyond Snapchat. Users often download photos with branded lenses or geo-filters and post them to Instagram or TikTok. These types of campaigns can help promote brand awareness on other networks.

Is Snapchat Marketing As Good As Facebook, Instagram, or TikTok Social Media Marketing?

Each of the popular social media platforms today faces its own challenges. As one of the fastest growing social media platforms, Snapchat can be an effective place for an influencer marketing strategy. The biggest consideration in whether brands should choose Snapchat over Facebook, Instagram, or TikTok is who they are attempting to target and where they spend time. If your target demographic falls within ages 13-years-old to those under the age of 35, Snapchat would likely be a good fit for your influencer marketing campaign.

The Takeaway: Snapchat Influencer Marketing is Only as Successful as The Strategy Behind Your Campaigns

Without a well-thought out strategy for your influencer marketing campaign, your brand won’t find success. You must carefully consider a number of element before launching a campaign on Snapchat. This unique social media platform is quite different from its predecessors and should be treated as such. By enlisting a dedicated influencer marketing agency, your campaign will be curated specifically for Snapchat, with the metrics to prove it. Find out how your influencer marketing can exceed your expectations with an award-winning team.

 

Work with an Influencer Marketing Agency

With the help of an award winning influencer marketing agency, your Snapchat campaign will get results. We curate successful campaigns for brands of any size or industry. Whatever your specific goals, our experienced marketers take each detail into consideration. From finding the right Snapchat influencer for your campaign to measuring success through advanced metrics, our full service agency has your best interest in mind. Reach out to HireInfluence to elevate your influencer marketing today.

 

 

 

[1] https://financesonline.com/snapchat-statistics/

[2] https://www.statista.com/statistics/552694/snapchat-quarterly-revenue/#:~:text=As%20of%20the%20fourth%20quarter%20of%202020%2C%20the,up%20from%201.72%20billion%20in%20the%20preceding%20year.

[3] https://www.statista.com/statistics/326460/snapchat-global-gender-group/

[4] https://www.statista.com/statistics/814300/snapchat-users-in-the-united-states-by-age/

[5] https://revealbot.com/blog/snapchat-ad-examples/#:~:text=During%20the%202018%20World%20Cup%20in%20Belgium%2C%20Coca-Cola,footballs%20that%20popped%20up%20like%20Coca%20Cola%20bubbles.

[6] https://www.cnbc.com/2018/03/02/dj-khaled-from-broke-to-snapchat-famous-and-working-with-jay-z.html

[7] https://money.cnn.com/2018/02/22/technology/snapchat-update-kylie-jenner/index.html

[8] https://www.forbes.com/sites/miketempleman/2017/09/06/17-stats-about-video-marketing/?sh=47cb31d567fb

[9] https://www.instagram.com/p/CMr1k7Rrwiy/

[10] https://forbusiness.snapchat.com/inspiration/how-snapchat-drove-up-return-on-investment-30-for-shopping-app-zaful