Influencer marketing has become a core part of many brands' social strategies. But if your campaigns focus on one platform at a time, you could be missing out on valuable audiences and the creators who reach them.
Every social app has its own features, culture, and community. For example, TikTok is well known for algorithm-driven discovery and Instagram for polished, visual storytelling. These two apps tend to dominate the influencer conversation, but Snapchat also deserves a place in the mix. Here are six reasons why.
1. Snapchat has unique (and wide) audiences
Snapchat is often seen as a Gen Z app, but that’s only half the story. In fact, it reaches 75% of 13- to 34-year-olds in over 25 countries. The app launched in 2011, six years before TikTok went international, and many of its earliest users are now in their 30s.
The audiences are still growing, too, with nearly a billion people using Snapchat every month, and almost half a billion opening it every day.
"Snapchat is now one of the largest Internet communities in the world, approaching one billion people using our service every month," says Evan Spiegel, Co-Founder and Chief Executive Officer at Snap Inc.
So, what makes these audiences unique? Many of them aren't spending time on newer apps. According to GWI data cited by Snapchat, 40% of US Snapchatters don't use TikTok daily.
And the way they use Snapchat is different, too.
2. Snapchat is built around personal connection
Snapchat started with friendships at its core – a way to keep in touch with those closest to you. Snap describes its top priority as making Snapchat the best place to communicate with close friends and family.
That changes the dynamic between creators and their followers. This is the same app where people talk to their closest friends, so creators are perceived less like distant celebrities and more like someone their audience actually knows.
For your brand, that closeness is valuable. But there's one non-negotiable rule: Your content must feel genuine. People follow creators for their personality and perspective, so posts that feel scripted and overly polished can undo the trust that makes influencer marketing work. Snapchat's informal, camera-first environment gives creators the opportunity to communicate in their own way, so brand partnerships feel like a natural part of their content, not an ad.
3. Snapchat's features are worth experimenting with
Snapchat gives creators several formats to bring brand partnerships to life.
Stories
Snapchat Stories disappear after 24 hours, creating a natural sense of urgency and FOMO. That makes them a good fit for time-sensitive campaigns, like exclusive promo codes, limited-edition drops, or a deal for the first customers to order.
Spotlight
Spotlight is Snapchat's short-form video feed, where content can reach people beyond a creator's own followers.
Lenses
Snapchat's AR Lenses let creators play with augmented reality effects in a way that feels fun and laid-back, not overly polished. You can create your own branded Lenses for creators to use in sponsored content.
4. Snapchat opens up a new pool of creators
A multi-platform influencer strategy isn't just about reaching more people. It also widens the pool of creators you can work with.
The best creator for your brand might not be the one with the biggest Instagram or TikTok following. Some creators build their most loyal communities on Snapchat, where audiences can feel closer-knit. Adding Snapchat to your search gives you another place to look and a better chance of finding creators other brands have overlooked.
5. Snapchat strengthens a multi-platform influencer strategy
Collaboration with a range of creators on more than one app lets you reach your audience at different touchpoints. It also gives you an opportunity to test creative approaches and see what works where, be it a playful Snapchat Lens or a polished Reel on Instagram.
Moreover, a multi-platform influencer strategy reduces risk. We know the marketing industry is unpredictable – algorithm changes, policy shifts, or a platform losing popularity – so not relying entirely on a single platform keeps your brand safe in the long run.
6. Snapchat influencers are easier to find than ever
Finding the right creators for your brand and managing your collaborations can feel overwhelming. But Brandwatch Influence makes it simple.
With Influence, you can effortlessly include Snapchat into your strategy:
- Find relevant Snapchat influencers at scale.
- Discover the best fit for your campaign. Filter Snapchat creators by country, category, Snap Star status, audience demographics (age, country), followers, Spotlight views, and more, giving your campaigns the best chance of success.
- Generate Snapchat creator reports with audience insights and metrics like Story, Spotlight, and Lens reach. Choose the right influencers for awareness, engagement or conversion-focused campaigns and get the best ROI.
That's a wrap!
TikTok and Instagram may dominate the influencer conversation, but that doesn't mean they reach everyone. Snapchat offers a distinct audience, a more personal space for creator content, and formats that give brand partnerships room to stand out.
Snapchat is an opportunity influencer marketers shouldn’t miss. And with the right tools, discovering creators that fit your brand is easier than ever.
