Once upon a time, teenagers simply got a paper route or worked at the supermarket to earn a little spending cash. Oh, what fools we were.
“Last month, our highest earner was a 17-year-old kid who got $7,000 through delivering ads in our network,” said Timothy Armoo, CEO of Fanbytes, an influencer marketing company. “The average person is making around [$2,000] a month.”
Armoo co-founded Fanbytes a few years ago but made a hard pivot to Snapchat seven months ago. His network includes nearly 1,000 kids in junior high, high school and college, all of whom are evidently making sweet side cash while apparently delivering brands like Universal and Charlotte Tilbury 93 percent video completion rates. Armoo also claimed that his promos get 2.8 times better click-through rates than Snap Ads.
We did a quick Q&A via email with U.K.-based Armoo to learn more about his startup.
Adweek: How does the system work?
Timothy Armoo: Brands upload Snapchat-optimized ads to our platform, inputing their age, gender, location and interest of people they’re trying to reach with the content. For example, Universal might come to us with a music trailer to reach a young female audience in the U.K.
Our platform then distributes these ads within the stories of the world’s most engaged influencers with them then top and tailing the content. … We’re then able to measure, track and optimize campaigns for brands.
What’s a cool example?
One example is our campaign with international cosmetics giant Charlotte Tilbury sending over 50,000 teen girls to shop for makeup.
Doesn’t Snapchat discourage influencer marketing? How do you get around that?
The reason why influencer marketing wasn’t as popular on Snapchat as on other platforms was due to a lack of discovery of influencers but more importantly the data and analytics to measure. Through our proprietary platform—which we called Apollo—we’re able to solve both problems and help our brands benefit from the most engaged platform for Generation Z.