Snapchat is enjoying a remarkable resurgence, boasting 422 million daily active users – the highest in its history. The app that once felt like a fading memory in the shadow of Instagram and TikTok is now hotter than ever, and influencers are at the centre of this growth. With new tools to help creators monetise their Stories, Snapchat has become a goldmine.
How Influencers Are Reviving Snapchat
Snapchat has always been about capturing fleeting moments, but today, it’s a destination for influencers to share exclusive, behind-the-scenes content. Take Francesca Farago, for example. You probably know her from Netflix’s Too Hot to Handle, but recently she’s blown up on social media for sharing her IVF journey and controversial baby names with partner Jesse. While TikTok gives fans a peek, Snapchat is where the real tea is spilled – confirmed baby names, birth stories and more. If you want the exclusive details, you’ve got to go to Snapchat for it.
Then there’s Anna Paul, one of Australia’s most-followed influencers. On TikTok and Instagram, she’s a big deal, but on Snapchat, she’s huge. Posting as many as 60 Stories a day, her content has amassed a staggering 54 million views in the past month alone.
A Creator Goldmine
So, what’s pulling influencers to Snapchat and why are they so keen for their followers to move over there? Quite simply, it’s the cash. In a model reminiscent of the TikTok Creator Fund, Snapchat allows creators to monetise their editorial, day-to-day content with minimal effort. Static ads seamlessly placed between around every 10 Stories generate revenue which is shared with creators. While creators have no control over these ads, the setup is simple, effective and incredibly lucrative.
Tana Mongeau and Brook Schofield recently revealed on their podcast that some creators are making close to $1 million a month simply by posting gym selfies, food pics or snippets of random moments. Snapchat’s approach is straightforward compared to platforms like Instagram, where brand deals reign supreme, or TikTok’s Creator Fund, which is often criticised for its limitations.
Quantity over quality?
This easy-money strategy does raise some questions. With so many Stories being uploaded daily, are creators prioritising quantity over quality? While some fans might love the constant updates, others may feel overwhelmed by what can seem like low-effort, filler content.
Take Khloé Kardashian, for instance. Her Snapchat content often feels impersonal with photo dumps and lacklustre throwbacks of her famous siblings. Clearly managed by assistants, her posts lack the authentic connection that her followers crave.
Is Snapchat’s Comeback Built to Last?
It’s clear that Snapchat is riding high on a wave of influencer-driven engagement and lucrative opportunities for creators. For this revival to be sustainable, creators need to strike a balance between monetisation and meaningful engagement.
We also have to ask whether Snapchat’s success will hold up when more creators jump on board. As the platform becomes more crowded, will these Stories just get lost? All we can say is that Snap is definitely one to watch in 2025…
