Digital Dash: Snapchat’s checkout for influencers & more

1. Snapchat gives 5 influencers their own social stores

If you’ve heard the term “checkout” recently, whoever said it was probably talking about Instagram.

But Instagram’s not the only social platform making ecom moves.

Snapchat has just rolled out a native checkout feature to five influencers: Kylie Jenner, Kim Kardashian West, Shay Mitchell, Spencer Pratt and Bhad Barbie.

Each of the above is now the proud owner of a “shop” button on their profile page.

The new commerce feature is powered by Shopify.

What’s also interesting is that the influencers get to keep all revenue from sales. Which is nice because, you know, they really need the money…


Image: Ad Week

Now let’s flip back to talking Instagram because something very similar is happening over there.

Instagram’s native shopping feature Checkout is huge news. It’s currently only activated for a limited number of partners but select creator accounts have also been given access to the feature.

This means said influencers can tag brands in posts, and their followers can shop directly from the creator’s profile.

While social commerce is still in its infancy in many ways, these features could give it a massive push when they roll out fully. It’s definitely something to keep a close eye on.


2. Facebook follows-up recent algorithm change with new update for pages

Within the past month or so, there have already been two announcements about changes to the Facebook algorithm.

The first involved new ranking factors for video. The second related to updates triggered by user survey results.

In case you don’t remember, this second batch of tweaks were designed to:

  • Prioritise content from friends you want to hear from the most, and
  • Prioritise posts featuring links you will find the most worthwhile

Well, after that second announcement, Facebook quietly updated the blog post with another algorithm ranking change – but this time, aimed only at businesses and groups.

These most recent changes are also informed by survey results.

As stated by the Facebook product management team:

“… we have updated our algorithm to prioritize the Pages and groups we predict an individual may care about most. Some of the indicators of how meaningful a Page or group is might include how long someone has followed a Page or been a part of a group; how often someone engages with a Page or group; and how often a Page or group posts.”

Again, this all supports the argument for building an audience of high quality, engaged followers and providing them with a regular supply of great content.

If you stick to that rule, you’ll have no trouble keeping the algorithm happy and your posts will appear higher in the feed.


3. Facebook launches new app Study, wants to spy on your phone for money

Facebook needs data and insights to improve its products. Just like any company.

And earlier this year, it announced that it would be shifting focus to reward-based market research programmes (where participants are compensated for taking part).

Side note: this new direction is probably for the best given all the data dramas of the past couple of years.

Anyway, earlier this week Facebook followed through on its promise with the launch of new app, Study.

Users will essentially get paid for allowing Facebook to track their app usage. The four main categories this will focus on are:

  • The apps installed on a participant’s phone
  • The amount of time spent using those apps
  • Participant’s country, device and network type
  • App activity names

Study is invite-only as of right now. People will have to see an ad, register, qualify, download the app and sign up to take part.

It’s not clear how much participants will be paid yet.

It’s only open to people aged 18 or older and participants can opt out at any time. Facebook also promises to keep people’s information safe and secure at all times, and reassures us it won’t collect user IDs, passwords or any content on the phone.

Interestingly, the company adds that no information from the study will be sold to third parties or used in targeting.

Now, let’s see who believes them…

4. Male vs. female influencers: who gets paid more?

A new study from influencer marketing platform Klear has revealed some interesting stats about influencers’ pay packets.

The company surveyed over 2,500 influencers with varying levels of popularity, across all industries, for the largest study on influencer pricing to date.

It found that although women make up 77% of the influencer market, male influencers are paid significantly more.

Now, the fact male influencers are less prevalent could in itself provide some explanation of this disparity.

But we also can’t ignore the possibility of sexism within the industry, and that it’s reflective of broader gender pay gap issues within society.

The study found the highest wage gap between male and female influencers exists on YouTube, followed closely by Instagram.

It also found that wage gaps exist across every industry, although not 100% in favour of men. The travel industry for example, pays female influencers the most.

You might also want to take a look at the average rates (not split by gender) per platform across different categories of influencer.


5. 71% of Instagram users are under 35, and here are 29 more stats to take note of

I want to play a game.

Okay, sorry, that sounded a bit too much like the start of the Saw movies. I’ll try again.

Ready for a quick challenge?

See how many of these questions you can answer:

  1. Which country has the most Instagram followers?
  2. How much higher is engagement with brands on Instagram compared to other platforms?
  3. What % of users have purchased something from Instagram using their mobile device?
  4. What’s the most used Instagram #?

If some of these had you stumped, don’t worry.

A cool new infographic from Fame Mass has all the answers (plus 26 more).