Live stories draw about 10 million to 20 million pairs of Millenial eyeballs everyday (Dodson, 2017). Live stories are a great way of looking at an event from different points of view. Snapchat is innovative in what it creates for its users. Snapchat takeovers are yet another Snapchat feature that allows brands to partner with social media influencers. Snapchat takeovers have the potential to reach new audiences, increase engagement, promote brands and drive web traffic. It’s important that the influencer selected is a good fit for the brand that is being promoted. The credibility of the influencer using the specific product needs to be thought out carefully. The takeovers can last a few hours, or a whole day. The influencer has the ability to show how the brand is used in their life and that resonates with many individuals. It no longer feels like advertising but an entertaining way to glimpse into the lives of people. People use social media to obtain information about others (Lampe, Ellison, & Steinfield, 2006). It’s a win-win situation as the Snapchat takeovers increase brand awareness and increased followers for both the brand and influencer. The last two …show more content…
The user does not have control over the disappearance of the content. Most social media channels pride