How Snapchat made a comeback and won back users and advertisers

Jeremi Gorman CBO Snap
Jeremi Gorman. Snap

Hi, this is Amanda Perelli and welcome back to Insider Influencers, our weekly rundown on the business of influencers, creators, and social-media platforms. Sign up for the newsletter here.

In this week’s edition:


Snap is on a growth tear. Here’s how the once flailing company got advertisers to fall in love with it and reversed a sales slump.

FILE PHOTO: The Snapchat app logo is seen on a smartphone in this picture illustration taken September 15, 2017. REUTERS/Dado Ruvic/Illustration/File Photo
FILE PHOTO: The Snapchat app logo is seen on a smartphone in this illustration Reuters

Snap has won back users and advertisers after a rocky start as a public company.

The company has expanded its ad formats and cozied up to creators to try and dial up the amount of time users spend on the platform.

Tanya Dua, Lara O’Reilly, and Dan Whateley spoke with 22 people close to Snap to chart the key moments in its turnaround.

Catering to advertisers was an important part the company’s comeback. But Snap has also made recent efforts with the influencer community.

Here are some changes Snap made to appeal to creators:

Snap reported its biggest quarter as a public company in the last three months of 2020. It brought in $US911 ($1,171) million in revenue, up 62% from the year-ago quarter. And it blew past analyst estimates.

Looking forward: Snap has reversed its user growth slump, and social-media creators and advertisers are giving the app a second look.

Read more on Snap’s comeback here.

Influencers are using Amazon Live to make money from shopping livestreams as YouTube, Instagram, and TikTok eye the market

Carla Stevenné / Amazon Live

YouTube creator Carla Stevenné streams on Amazon Live every weekday.

Amazon Live creators share products with viewers and then earn a commission from every sale. Stevenné said she makes more money there than on any other platform.

I wrote about the live shopping feature, and how it works:

  • Some influencers who got their start on YouTube are now exploring Amazon as a new platform for growth and revenue.
  • The main problem: Creators often have to rely on promoting their Amazon livestreams on Instagram or YouTube where they already have an established following.
  • The market is heating up. TikTok, Instagram, and YouTube are all eyeing live shopping and partnering with major retailers to help them compete.

Have more information on live shopping? Email me: [email protected]

Read more about Amazon Live and how influencers are using it here.

How an influencer self-published a poetry book and used Instagram to market it and drive sales

Lesley Silva micro influencer book

Lesley Silva is a self-published poet and influencer with about 11,000 Instagram followers.

She used Instagram and influencer marketing to share her poetry and drive sales.

Sydney Bradley spoke with Silva about the self-publishing process using Amazon and Barnes & Noble, and how she used influencers to market her book:

  • To get this marketing plan going, she started with an email pitch.
  • Each email followed a similar structure and included a personalized introduction, telling the influencers why she wanted to share the book with them.
  • Since January, she’s sold about 270 copies on Amazon and made $US1,150 ($1,478) through royalties (after Amazon’s cut).

Read the exact email pitch she sent to influencers here.

Meet 28 of the most popular fitness influencers on TikTok

Cassey ho
American social media fitness entrepreneur Cassey Ho on stage at Kite Beach on October 27, 2017 in Dubai, United Arab Emirates. Nick England/Getty Images

Researchers compiled a ranking of the biggest TikTok fitness influencers.

Popular Crossfit athlete Demi Bagby ranked highest for average likes per post, at 14 million.

Molly Innes broke down the 28 top fitness creators on TikTok (ranked by average likes per post):

  • Dutch fitness coach and influencer Antonie Lokhorst averages 4.4 million likes per TikTok post. He signed with Body & Fit, a Netherlands-based fitness company, as one of its athletes.
  • French fitness influencer Justine Becattini, who goes by the name JuJu Fitcats, sells a range of clothing items, ranging in cost from $US7 ($9) for a pencil case to hooded jumpers at $US47 ($60).
  • Cassey Ho has run Blogilates, her pilates-focused YouTube channel, since 2009. She averages 2.3 million likes per TikTok post.

Read the full list of fitness influencers here.

More creator industry coverage from Insider:

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This week from Insider’s digital culture team:

Grimes elon musk
Elon Musk and Grimes attend the Met Gala. Jason Kempin/Getty Images

Art history can help explain the hype around NFTs, the crypto collectibles that made Grimes millions

Alec Recinos wrote that non-fungible tokens, or NFTs, have quickly become one of the fastest growing trends in the digital market.

NFTs are confusing, but viewing them in the context of the history of art helps explain how they create value and may impact artists and creators.

NFTs offer creators like Grimes (who recently made millions by dropping NFTs) to more established contemporary artists the ability to quickly make a lot of money by hopping on a new trend.

Read more on how art history can explain NFTs here.

More on digital culture:

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Here’s what else we’re reading:

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