Snapchat’s years of neglecting influencers have caught up to the company. At one time, those influencers offered an opportunity for Snapchat to grow its audience and even steal some attention from other platforms like Instagram. But Snapchat failed to capitalize on the opportunity and has seen Instagram seize it. Now, Snapchat has decided to try to win back the influencers it has lost to Instagram over the past year. Neither its success or its failure 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.