Snapchat Takeover Essay

According to a study, “Snapchatters” send at least 700 million photos and stories, garnering over 500 million views. And since its growing popularity means there will be numerous competing brands using the product, it is becoming increasingly tricky to reach audiences everyday.

Brands have managed to curb the competition by resorting to SnapChat takeover, an event where SnapChat influencers take over a brand’s Snapchat account.

One of the best examples of a SnapChat takeover is the collaboration between SnapChat influencer Michael Platco and ABC. The former has over 100,000 followers and according to Digiday, Platco charges over $60,000 for a campaign. This time, the promotional campaign focused on making people aware of the channel’s new show at the time, Pretty Little Liars.

His collaboration with ABC is simple: he took over the ABC account while

Meanwhile, food brands like Ben & Jerry’s and Dunkin Donuts uses videos to tell their brands’ stories. Even NASA and Lego have joined the fray as well.

Lake Tahoe influencer campaign: a case study

Another notable influencer campaign in recent years is that done by the Abbi Agency, a digital marketing firm, to promote one of their clients, Lake Tahoe.

This is an interesting case, considering that Lake Tahoe isn’t much of a brand, rather, it’s a tourist destination. Furthermore, the campaign did not use well-known influencers with hundreds of thousands of followers, instead, it focused on a niche audience - namely mothers who also double as well-known bloggers in their respective niches.

“Bloggers speak very well to different audience segments. They are trusted sources, and they know more than we do on what a mom would look for in terms of traveling,” said Constance Aguilar to Convince and Convert. “They have the authority to convert like no one