Creators aren’t viewing Snapchat as a priority when it comes to where they want to post content. While the platform has been working hard to lure creators in with a ton of new tools like augmented reality, Gen Z and Millennials are choosing other places to post content first. While the app has been rolling out new creator programs and ways to increase influencer revenue, they’re simply prioritizing spaces with the most activity like TikTok and YouTube. According to Ty Price (@blobrosss), represented by The Influencer Marketing Factory, “My focus [now] is TikTok and YouTube…I really liked the money they used to give [us], but typical content doesn’t appear to perform well anymore.” YPulse data shows that while Snapchat is still among Gen Z’s favorite social media platforms, Instagram, YouTube, and TikTok (at No. 1) rank higher. (Digiday)
