All those years that Snapchat has been neglecting influencers has really come around to bite them on the behind. At one time, those influencers offered an opportunity for Snapchat to grow its audiences and even steal attention from other platforms, such as Instagram. But unfortunately, Snapchat failed to capitalize on the opportunity, and Instagram swooped in to seize it. Snapchat decided to try winning back the influencers it lost to Instagram over the past year. Neither its success or failures is certain.
“What Snapchat needs to do is show influencers it can build a meaningful audience and give them the means to monetize that audience. Influencers are driven by social currency,” said Eric Dahan, CEO of influencer network Open Influence.