Dive Brief:

• Although Snapchat hasn’t commented, industry observers say the social media platform is pushing to get more celebrities using its service, DigiDay reports. 
• The observers pointed out that Snapchat has a combination of millennial users and an enthusiastic celebrity audience.
• For marketing purposes, celebrity content would most likely be best suited for sponsored posts or product placement.

Dive Insight:

Snapchat is staying quiet on the topic, but industry observers believe the social media platform is looking to increase its celebrity user base and activity in order to take advantage of its millennial-heavy audience that is already engaged with celebrity content. A natural fit for marketers taking advantage of celebrity Snapchat users would be sponsored posts and product placement. Each of these tactics could take advantage of a Snapchat feature called “stickers” that allow brands to create geo-filtered overlays that users can add to photos that identify their location. One issue marketers have with Snapchat as a marketing platform is baked into the experience – the content disappears after a limited amount of time, leaving nothing tangible behind for the marketer or ad agency client.

In other Snapchat news, the platform put together a compilation of video from Snapchat users who attended Sunday’s Women’s World Cup final and U.S. victory. However, industry insiders were surprised that the production didn’t have a sponsor or any advertisers. If this was a missed opportunity rather than a planned bit of non-sponsored content, Snapchat wasn’t the only outlet caught by surprise by the event’s popularity. Some brands, such as Nike, took advantage of the entire tournament, and others are now looking to cash in on the U.S. Women’s National Team’s win.