Influencer-focused content marketing company Collective Bias polled its stable of largely female influencers to get a sense of their preferred social networks. (Collective Bias said it selected influencers for inclusion in its network based on “authenticity and original content,” but did not require that they meet a specific average number of followers on various social media platforms.)
The company found that Snapchat wasn’t considered the most important social network by any of them. Instead, Instagram topped the list, deemed invaluable by 28.4% of those polled. Pinterest also factored strongly in the survey results, named as the most important social media platform by 26.4% of respondents. Less visually-focused services like Facebook and Twitter fared less well.
The reason for Snapchat’s poor showing among influencers may lie in its very DNA. Unlike Instagram, which allows for the broadcast of content among a coterie of both followers and mere browsers of the platform, Snapchat was originally designed to let users target a narrow group of select recipients with ephemeral content. Read the rest at eMarketer.