Traackr, the international influencer marketing platform, is partnering with Snap Inc. to help brands build influencer relationships. A Traackr integration via the Snapchat Creator API aims at making it easier for brands to connect with the Snapchat creator and influencer community.
Snapchat is expected to reach almost 50 million members of the U.S. Generation Z demographic by the end of 2025. Snapchat has been in a close race with TikTok to secure the attention of that generation.
Why we care. Facebook, WhatsApp and Instagram are still winning the social media race in terms of overall user numbers (YouTube too, if you count that as social). But a lot of the smart action, including marketing action, has shifted to TikTok, and we now see that platform battling with the (overall smaller) Snapchat for young consumers.
It’s now widely accepted that what users value in these short-form video channels is not high-end content from brands but authentic content from their peers. For brands, that means working with individual creators and influencers; and that, in turn, means finding the right ones.
Specific aids to brands. This partnership means that, through Traackr’s dashboard, brands will be able to:
- Issue direct invitations for creators to partner for campaigns.
- Activate organic and paid campaigns.
- Measure creator content performance.
- Discover new creators and assess their brand fit.
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About the author
Kim Davis is currently editor at large at MarTech. Born in London, but a New Yorker for almost three decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Shortly thereafter he joined Third Door Media as Editorial Director at MarTech.
Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.
