Some influencers are finding that Snapchat “is an app for friends, not creators.” Short and spontaneous snaps have had a hard time adapting to brands and influencers, who want user verification and more analytics.

Some influencers are finding that Snapchat “is an app for friends, not creators.” Short and spontaneous snaps have had a hard time adapting to brands and influencers, who want user verification and more analytics. Collective Bias found that Snapchat was the first platform influencers would cut if they had to choose, and only 1% thought it would become the most important social channel in the next five years. On the flipside, Ypulse’s most recent social media behavior survey found Snapchat was the second platform Gen Z and Millennial users would find it the hardest to give up, behind only YouTube. (Digiday)