influencer marketing on snapchat

Influencer marketing on Snapchat

Let’s talk Snapchat, a social media platform / mobile app for sharing videos, photos and messages with people. This sounds like yet another social media platform, but it’s not. What makes Snapchat unique is the fact that you’re able to send messages, videos and photos that disappear once the recipient reads them. This feature immediately caused some controversies of the platform, as younger people started to use the platform for sexting.

Snapchat statistics

So, we know Snapchat is especially popular amongst teenagers. Digital marketing agency Zephora has done some research earlier this year (Q1, 2019) and came up with some interesting statistics that we would like to share with you:

  • Snapchat has 190 million daily active users, where 60 million are from Europe and 79 million from the United States.
  • From March 2019, Snapchat reached 90 percent of people in the United States between 13 and 24 years old and 75 percent of people between 13 and 34 old.
  • The average revenue per Snapchat user increased by 39% when looking at Q1 2018 versus Q2 2019.
  • On average, users spend between 25 to 30 minutes a day on Snapchat and they open their app more than 20 times a day.
  • On average, users younger than 25 years old open the app more often and spend more time on Snapchat.

Influencer marketing on Snapchat

These statistics confirm that influencer marketing on Snapchat will be especially relevant for your brand if you target a younger demographic. According to marketers, Snapchat is especially useful for events, where visitors of an event Snapchat short video clips to a huge audience, an audience way bigger than you’re able to reach via traditional media.

The downside however, is the costs of Snapchat, Snapchat ads are so expensive that they are out of the range for many brands.  To give you and idea. The cost for Snap Ads campaigns start at $3,000 per month in ad spend,  Sponsored Lenses cost $450,000 per day Sunday through Thursday, $500,000 for Fridays and Saturdays, and $700,000 plus for holidays or special events (e.g. Super Bowl), Snapchat Discover ads (premium placement at the top of the app) start from $50,000 per day.

Furthermore, when looking at influencer marketing opportunities, Snapchat works a little different than other social platforms. Snapchat users don’t randomly follow people on Snapchat. This makes it harder to become an influencer on Snapchat and for brands to influence via Snapchat. The easiest way for brands to use an influencer on Snapchat is to let influencers tell their brands story. For example, via a video or photo where the influencer is using your product.

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