When Influencers Turn Against You: The Death of Snapchat?
Have influencers killed Snapchat? It’s still up in the air.
Influencer marketing can be an effective way to reach your target audience and increase brand awareness. However, it’s important to keep in mind that influencers can hurt your brand just as much as they can help it.
Snapchat used to be one of the most popular apps, particularly among millennials. At the end of 2016, users spent an average of 40 minutes a day on the platform. But with escalating competition from other platforms and some major missteps, Snapchat hasn’t been doing so great lately.
It all started in February 2018 when Snapchat released an update intended to make the app “more personal,” but instead it frustrated users. The dislike for the update found a voice in Kylie Jenner when she tweeted asking if anyone still used the app.
sooo does anyone else not open Snapchat anymore? Or is it just me… ugh this is so sad.
— Kylie Jenner (@KylieJenner) February 21, 2018
Jenner simply said what many were thinking, but it lead to Snap’s stock dropping by 7 percent, equaling over $1 billion in lost value.
Then in early March, Snapchat released a now-deleted ad that appeared to make fun of Chris Brown’s 2009 conviction for assaulting Rhianna. Rhianna responded to the ad on her Instagram Story, calling out Snapchat for being insensitive and making a joke about domestic violence.
Snapchat lost around $800 million due to Rhianna’s post followed by their stock prices dropping by 4 percent, losing the app almost a billion dollars.
Rhianna wasn’t the only celebrity calling out Snapchat for the ad. Chrissy Teigen tweeted shortly after saying that she was deleting Snapchat because of the update and the ad.
I stopped using snap. The update, the constant complaints of people not being able to find me, plus the Rihanna poll…no bueno
— christine teigen (@chrissyteigen) March 24, 2018
As you might have guessed, Snapchat’s stock continued its downward trend after Teigen’s announcement.
These events highlight the importance of being culturally competent and creating a positive user experience. But more than that, they show just how powerful influencers can be. With only a couple of posts, Snapchat lost thousands of users and billions of dollars.
At Funk/Levis, we actively monitor what’s happening online. Any business is susceptible to this kind of event, which is why we work proactively to help our clients monitor what’s being said about them on social media and other digital platforms. It’s a key part of providing high-quality customer service and creating positive engagement with your customers.
We can’t say for sure this is the end for Snapchat. Its recent repositioning as a “camera” company and focus on developing hardware could make a good foundation for a comeback.
We’ll have to wait and see what the influencers think.