Gnack is a tech startup that is programmatically selling influencer content on Snapchat and Instagram.
Influencers who sign up for Gnack will be paired with marketers. This helps advertisers looking to programmatically buy influencer content, and find matches based on campaign objectives, negotiated price and target demographics, as well as preferred hashtags and the number of influencers.
By having influencers log in to Snapchat via their Instagram accounts, Gnack can link on Facebook/Insta’s more vigorous measurement capabilities to track the number of times Snapchat posts are opened or screengrabbed.
“We used to be a social marketing agency manually matching brands and influencers, which took an average of 200 hours just to start one campaign,” said Chico Tirado, co-founder and chief revenue officer for Gnack. “So we wanted to create a programmatic platform for brands and agencies to scale their social campaigns.”
Furthermore, Tirado suggested that brands should consider micro influencers who don’t necessarily have the biggest following but see high engagement on Snapchat and Instagram.
Here is an example of how users utilize Gnack on other social media platforms:
Here's what breaking the world record for "most banana costumes in one place" looks like! #SXSW via @gnackapp pic.twitter.com/hARXEymGwD
— Frank Danna (@erskine) March 13, 2016
Although platforms like Gnack don’t have full access to the rich data sitting inside Snapchat and Instagram, they could still be able to speed up the campaign setup according to Digiday. The company will officially debut its programmatic dashboard for advertisers around April 1st of this year.