Influencer marketing on Snapchat: Is it really worth it?

• #Influencer Marketing
• #Marketing

With over 375 million daily active users in 2024, Snapchat has established itself as one of the leading platforms for young audiences. In particular, Generation Z, users aged between 13 and 24, are strongly represented on Snapchat. This user group is difficult for many brands to reach through traditional media, making Snapchat an ideal platform to launch authentic and effective advertising campaigns.

According to Statista, over 48% of US internet users between the ages of 15 and 25 use Snapchat. A similar trend can be seen in Germany. According to the latest statistics, around 9.6 million people use Snapchat every month, with the 18-24 age group being the most represented. Snapchat is now an important part of the younger generation’s daily communication. So why try influencer marketing on Snapchat?

Why is Snapchat relevant for your marketing?

Snapchat usage has steadily increased in Germany in recent years. This is particularly remarkable:

• Around 21% of German internet users between the ages of 16 and 64 use Snapchat regularly.
• In the 16 to 24 age group, the usage rate is as high as 54%.
• The average daily time spent on Snapchat in Germany is 26 minutes

What is the comparison with TikTok and Instagram?

TikTok

• Monthly users: Over 19.5 million
• Age group: TikTok is particularly popular with 16 to 24-year-olds, but older age groups are also increasingly discovering the platform.
• Daily screen time: 75 minutes per day on average

Instagram

• Monthly users: Over 21 million
• Age group: Instagram has a broad user base, with 18- to 34-year-olds representing the largest group.
• Daily screen time: An average of 28 minutes per day

What are the benefits of influencer marketing on Snapchat?

Unique features like augmented reality (AR)

Snapchat’s AR features offer a unique opportunity to create creative and interactive content. AR lenses and filters allow influencers and brands to create immersive and playful experiences that actively engage their followers. This leads to higher engagement rates and ensures brand recall. Brands can develop special AR filters that are shared by subscribers, increasing the reach and visibility of the campaign.

Think AR is just a gimmick? According to a study by Snap Inc, over 200 million users interact with AR elements on the platform every day. This number shows just how engaged users are with these interactive experiences. Imagine if your brand could be part of that daily interaction.

High engagement rate and creative freedom

Engagement on Snapchat is remarkably high as the platform has a younger and very active user base. Influencers have the freedom to be creative and create innovative content tailored to the interests of their followers. The ephemeral nature of the content also promotes exclusivity and urgency, resulting in increased attention and engagement.

Did you know that the average engagement rate on Snapchat Stories is around 25%? In comparison, Instagram Stories is around 10-15%. This clearly shows that subscribers are much more likely to interact with content on Snapchat.

Direct access to a young, committed target group

Snapchat has a predominantly young user base, with a high proportion of users aged between 13 and 24. This demographic is often difficult to reach through traditional media, making Snapchat an ideal platform to launch authentic and effective advertising campaigns. A report from eMarketer shows that 82% of teenagers in the US use Snapchat, making it a must-have channel for brands looking to reach young audiences. So if you’re looking for ways to reach the next generation of consumers, Snapchat is hard to beat.

What are the challenges of marketing on Snapchat?

Volatility of content

The fleeting nature of Snapchat can be a double-edged sword. On the one hand, it ensures exclusivity and a certain urgency. On the other hand, it also means that content disappears quickly and the long-term impact can be limited. This can increase the challenge of creating lasting brand loyalty.

How does this ephemerality affect your campaigns? A report from HubSpot shows that brands on Snapchat often need to post multiple pieces of content in a row to keep followers’ attention. This requires continuous content production and strategic planning.

Difficulties in measuring success

Another issue is measuring success. While Snapchat offers some analytics tools, these are not as comprehensive as those of competitors such as Instagram or YouTube. As a result, it can be more difficult to accurately measure reach, interactions and conversion rates.

Have you ever wondered how effective your Snapchat campaigns really are? A report from eMarketer shows that 55% of marketers struggle to accurately measure the ROI of influencer campaigns on Snapchat. This can make it difficult to fully evaluate the effectiveness of your investment.

Competition from other platforms

Snapchat is in direct competition with other social media platforms such as Instagram, TikTok and YouTube, which are also strong influencer marketing platforms. These platforms often offer more comprehensive analytics tools and greater reach, making them attractive alternatives.

Successful influencer campaigns on Snapchat

Taco Bell’s AR filter sensation
Taco Bell’s collaboration with an influencer resulted in a viral AR filter that turned users’ faces into tacos. This creative campaign reached an impressive 224 million views. The success lay in the perfect combination of humour, interactivity and Taco Bell’s brand identity.

Adidas’ exclusive sneaker previews
Adidas used Snapchat’s exclusivity to introduce new shoe models. Influencers offered exclusive sneak peeks and behind-the-scenes content that was only available on Snapchat. This strategy not only created buzz around new products, but also built a dedicated community of Adidas enthusiasts.

Nike’s AR sneaker try-on
Nike developed an AR lens that allowed users to virtually try on shoes. This innovative campaign seamlessly combined e-commerce with social media engagement and increased both brand awareness and sales.

Who are famous influencers on Snapchat?

DJ Khaled (@djkhaled) is one of the most recognisable personalities to follow online, especially on Snapchat. With an impressive 12.9 million subscribers, DJ Khaled offers a unique blend of motivation, music and behind-the-scenes glimpses of his energetic life. He takes entertainment on the platform to a new level by not only posting regular snaps, but also creating his own Snapchat lenses for all users.

Darren Jason Watkins Jr (@Speed) has become an internet sensation. His content has recently evolved from streaming to meeting celebrities, football legends and collaborating with other creators. This has made him one of the most followed accounts on the platform, with over 3.12 million subscribers. Despite his rapid rise, Speed remains committed to the game and his snaps are a rollercoaster of excitement and entertainment. With his rapid rise on platforms such as YouTube and Twitch, IShowSpeed brings the same electrifying atmosphere to Snapchat, making every story worth watching.

Duke Dennis (@dukedennis) is first and foremost a gaming enthusiast with over 1.68 million subscribers on Snapchat. Known for his engaging personality and entertaining content, Duke shares everything from gaming sessions to his daily life. His charismatic and approachable style keeps viewers engaged and makes every snap a highlight full of fun and excitement. Outside of gaming, Duke has also launched his own clothing brand, showing his entrepreneurial spirit.

Kai Cenat (@kai_cenat) captivates 856,000 Snapchat subscribers with his high-energy antics. One of Rolling Stone’s 20 most influential creators of 2023, Kai is a force in gaming and prank content. With 6.5 million followers on Twitch and 5.6 million subscribers on YouTube, his chaotic PS5 giveaway in NYC is legendary.

Why using Influencer Marketing on Snapchat?

What makes Snapchat different? Snapchat has established itself as a powerful platform for brands looking to reach a young, engaged audience. It’s not for nothing that young people are said to set the trends of tomorrow. Snapchat not only offers unique opportunities for creative and interactive marketing, but also the chance to build an early and long-term relationship with the brand through influencers.

However, Snapchat also presents challenges, such as the difficulty of measuring success and strong competition from other platforms. Brands should carefully consider whether Snapchat’s target audience is their own. A well-thought-out strategy is essential. Use Snapchat’s unique strengths to develop creative and engaging campaigns that stand out from other platforms. Have influencers create exclusive content for your Snapchat channel that is tailored to the specific preferences and behaviours of Snapchat users.