Snapchat Influencer Marketing
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How Does Influencer Marketing Work on Snapchat?
Snapchat influencer marketing campaigns revolve around influencers making, sharing, and even livestreaming videos that will in some way promote a brand and make it appealing to their followers. The more entertaining the videos, the better they resonate with the audience. Similar to TikTok, these videos are generally short and are filmed in a vertical format, however they can often include lenses.
Why Brands Should Use Snapchat?
Snapchat engagement with the under 30 crowd in America is massive. Here’s how much Snapchat charges for the cost of Sponsored Lenses depending on the day:
- $450,000 per day if it’s running Sunday-Thursday
- $500,000 per day on Friday and Saturday
- $700,000 for holidays and special events, such as the Super Bowl
- Snapchat Discover Ads staring around $50,000 daily.
Snapchat is more playful, and fun than some other platforms. Lean into humor, unscripted content and fun filters with Snapchat influencers.
Selecting the Right Influencers for Your Brand
The key to success on Snapchat is working with influencers whose audience matches your target market. Influencers who appeal to and influence the behavior of your target customers. Always remember, relevance is more important than reach. Don’t merely opt for Snapchat influencers with the most massive audience – go for those with the most suitable audiences for your goals.
Once you’ve selected suitable influencers, you will need to contact them and form a partnership. Some are easier to work with than others. You’ll want to ensure that any deal is acceptable to your influencers. Most want to know if there is something in it for them, and if the collaboration helps their followers.
The absolute worst mistake on Snapchat, however, would be to post anything resembling a traditional advertisement. Don’t give your influencers a verbatim script. A core feature of Snapchat influencer marketing is natural storytelling and compelling content. Give your influencers enough flexibility to tell your story to their fans in a way that feels authentic. An influencers’ followers will instantly know if the videos promoting your products are made in a different style to the influencer’s usual videos, and they are likely to react badly.
Avoid coming across as too salesy on Snapchat.
Making a Brief for Snapchat Influencers
Don’t restrict them too much — the best Snapchat influencers have their own style, and by stifling that, sponsored content won’t resonate with their audience. Instead, go for overarching themes — share the campaign’s main goal and the message you want them to convey. But, ask them to interpret this how they see fit.
Get permission to reshare — explicitly state that your brand has the right to repurpose their content for marketing across Snapchat and other platforms for a specified time frame (eg/ 6 months).
Specify your deliverables — do you want just one video? Is the video going to be a filter, a dance, a challenge, a transformation, a speaking-to-camera video, or a tutorial? Be clear about your expectations.
For a more in-depth look at Snapchat influencer resources, check out our Influencer Marketing Resources here.
Getting started with Influencer Marketing on Snapchat
Here are some tactics that you and your influencers can consider for your Snapchat influencer campaigns:
- Pay an Influencer to do a Social Takeover
- Use a Vanity URL for Your Snapchat Campaigns
- Use Memories for Content You Want to Stick Around
- Create and Share Custom Filters
- Take Your Fans Behind the Scenes
HOLLYFY helps brands unlock instant branded content from talented and influential creators who already use and love their products.