Case Study: Snapchat Real Friends Campaign Leverages Instagram Influencer Marketing To Boost User Growth

August 7, 2019

The Snapchat Real Friends campaign has taken to the spotlight, exposing part of Snapchat’s plan to win back social media users and refocus users’ interests on “real” life. Below, we explore Snapchat’s global campaign and the immediate results of its influencer marketing efforts.

Snapchat Global Campaign Showcases #RealFriends With Instagram Influencers

It’s no secret that the flagship product of Snap Inc., Snapchat, has been having a tough time over the last few years. With Instagram’s Stories swallowing up much of the market share, top influencers have migrated in large numbers to Snapchat’s more lucrative rival.

Snapchat has, however, somewhat steadied the ship in 2019. Overall growth has been underwhelming but consistent, maintaining a solid user base of 200 million. It’s also still wildly popular among younger audiences and gaining traction among those over 25-years-old, too.

snapchat-real-friends-campaign-

Snap has historically been fairly reluctant to conduct large marketing campaigns. Last year the company launched its first TV ad campaign, which took direct aim at Instagram in a bid to mark itself out and revitalize Snapchat in the short-form video social media scene.

This is a key strategy for Snap for 2019 after hiring two new executives in late 2018 and its first Chief Marketing Officer in April 2019 to improve its fortune in its battle with Facebook. The appointments have so far proved very successful for Snap.

Instagram Influencer Marketing Case Study: How Snapchat #RealFriends Campaign Snubs Instagram To Regenerate User Growth

Snapcaht’s global campaign, #RealFriends, seeks to take advantage of Instagram’s increasingly negative perception by users—principally, that the platform landscape is dominated by aesthetic-focused, photoshopped, posed, or otherwise inauthentic content.

This campaign push is an attempt to position Snapchat as the go-to platform for sharing real moments, and not “trying to look pretty or perfect”—as their campaign press release notes in a clear jab at Instagram.

snapchat-real-friends-campaign

This plays into Snapchat’s hands as the pre-eminent “feel good” app. Respondents indicate that 95% of users feel happy while using the app, more than any other social media platform.

Snap is known for having no presence on Instagram, but cleverly used the platform for their influencer marketing push. They partnered with “quote influencers” for the campaign in a hashtag takeover that began on July 29, the day before International Friendship Day.

Goals

  • Drive awareness of Snapchat as the “happy” app for users in contrast to Instagram
  • Promote engagement among followers of quote influencers and emphasize Snapchat’s “real friends” push
  • Establish a brand voice which resonates with users on other platforms as Snap tests new marketing strategies

Approach

  • Channel – Instagram
  • Influencers – Motivational and inspirational quote accounts
    • Sample of 75 influencers
    • 35 mid-tier, 27 micro, 8 nano, 3 mega, 2 macro

Preview of Influencers

Themes

  • The hashtags used were consistent among all posts, with #RealFriends and #FriendshipQuotes featured exclusively
  • Influencers uploaded one post each, a simple solid yellow square with a quotation and the Snapchat logo in the bottom-left
  • The aesthetic remained constant, though there were a wide variety of quotations
  • The post captions all used the same template, simply saying “Brought to you by Snapchat.”

Results (75 posts)

Social Reach

  • Instagram followers targeted: 13,837,430

Engagement

  • Likes: 121,864
  • Comments: 1,900
  • Engagement rate (overall average): 1.25%

Poems Porn

Poems Porn is the largest account that was involved in the campaign. With 2.6 million followers, it is well within the realms of mega-influencer territory. The post features a quotation from Jim Morrison with the caption: “Brought to you by Snapchat. #RealFriends #FriendshipQuotes.” This caption format is followed by all the influencers in this case study.

The post received 23,174 likes and 239 comments for an engagement rate of 0.90%—slightly below the overall average for the campaign.

Positivity Embraced

Positivity Embraced is a micro-influencer boasting 24,000 followers. The account posts quotes almost exclusively on yellow backgrounds, meaning Snapchat’s campaign format fits nicely with the influencer’s established aesthetic style.

View this post on Instagram

Brought to you by Snapchat. #RealFriends #FriendshipQuotes

A post shared by Positivity Embraced (@positivity_embraced) on

The post featured the campaign caption and tags with a quotation from musician Joan Jett, “You don’t lose when you lose fake friends.” The post achieved 1,021 likes and 10 comments for an engagement rate of 4.31%, the highest performer of any post in the campaign.

So She Slays

So She Slays is a mid-tier influencer with 327,000 followers. This account differs from others in that it regularly features personalities who share their stories on their affiliate website. Their post for the campaign notably also featured the same Joan Jett quotation that Positivity Embraced used, suggesting that influencers were given a choice of what to use.

In contrast to Positivity Embraced, the Snapchat promotional upload stands out strikingly on their feed—bright yellow on a mostly white, pink, and pale orange page. With 6,808 likes and 120 comments, the engagement rate was 2.17%, among the more impressive of performers.

Spiritual Awakening

Spiritual Awakening is another mid-tier influencer, with 180,000 followers. The majority of content on the account deals with positive affirmation. The sponsored post for Snapchat displays a quotation from Gandhi, with the consistent caption and tags that feature across the campaign.

With 208 likes and 2 comments, this post was the worst performer of the entire campaign, earning an engagement rate of 0.12%. By the standards of typical engagement rates found with this tier of influencers, it’s a low rate and well below the average of the campaign.

Takeaways

  • Snapchat is keen to raise awareness of the brand as a feel-good platform in a period when leading social media giants are receiving a lot of flack.
  • Marketing on Instagram could be the first step of more prominent campaigns that the company has shied away from in the past—it’s no coincidence this is after hiring its first CMO in April.
  • Snap Inc. is looking to build upon a recent upturn in success and differentiate itself from Instagram Stories as much as possible.
  • They want to build on the app’s popularity with younger audiences and consolidate gains among the Millennial and Gen Z demographics.