Snapchat’s power users are making deals with brands

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.