Snapchat’s power users are making deals with brands

The messaging app has no part in these partnerships, but isn’t stepping in to stop them. Instead, it’s looking to ‘influencers’ to know what to do next.

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Those users—like Shaun McBride (“Shonduras” on Snapchat)—are making reported six-figure deals directly with sponsors. Snapchat’s cut of that dough? Nothing.

The same goes for Vine, the six-second video platform, which has created its own crop of Vine-famous users.

Business Insider explained how “influencers” are partnering with organizations:

Here’s how it works: a Snapchat star makes a deal directly with a brand. They’ll post a sponsored Snap promoting the brand to their Snapchat Story, visible to anyone who follows them, in the form of a picture or a video. Or the Snapchat star will ‘take over’ a brand’s Snapchat account, posting videos and pictures directly to the corporation’s Snapchat Story.

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