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What’s Driving Influencers From Snapchat

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Updated

Trolling rattles Twitter users

Twitter (TWTR) has had some celebrity users leave its social media platform over trolling. In recent months, Twitter has stepped up efforts to weed its platform of bad actors, and this is expected to reward it with an increase in subscribers and improvement in platform engagement, two key factors in attracting and retaining advertisers. While Twitter has faced a challenge with celebrities leaving, Snap (SNAP) has faced influencers leaving its Snapchat platform.

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Snapchat influencer activity diminishing

According to data analytics company Captiv8, the number of influencers posting on Snapchat fell 20% between 1Q17 and 2Q17, while Instagram, which is owned by Facebook (FB), registered an 11% increase in influencers posting.

Audience measurement problem

Snap had 173 million DAUs (daily active users) at the end of 2Q17, up from 166 million in the prior quarter, as shown in the above chart. The cause for diminishing influencer activity on Snapchat may be due to Snap’s policies—it is difficult for influencers to know exactly how many people they are reaching on the platform. Only a few Snapchat influencers have access to data on their audience reach, which prevents most influencers from successfully monetizing their Snapchat audience. Given the stiff competition Snap faces from Facebook, Twitter, Yelp (YELP), and Alphabet’s (GOOGL) Google in the online advertising scene, having fewer influencers could hurt its revenue growth.

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