Snap Enables Profile Links but Which Creators Will Convert? – Pymnts.com

With platforms like TikTok, Facebook, and Instagram making it faster and more convenient for consumers worldwide to share their shopping experiences and kick-start retail trends, Snapchat has now joined the fray. The social media platform is working to deepen its connection with creators by enabling users to showcase their work and additional profiles on the platform through the integration of Linktree’s link-in-bio tool.  But is it a feature brands, retailers and creators will find lucrative? And which types of brands and creators will prosper on the platform?  It all depends. As the option to use such features becomes available to users with smaller followings, the outcomes will differ depending on factors such as brand, industry, follower count, and the level of engagement established by brands, retailers, or creators.  According to “Tracking the Digital Payments Takeover: Monetizing Social Media Edition,” a PYMNTS and Amazon Web Services collaboration, only 43% of consumers, some 110 million people, use social media platforms for browsing and discovering goods and services. A mere 14%, or 36 million, actually purchase those goods and services.  The report, which surveyed a census-balanced panel of 2,976 consumers in the U.S. between May 5 and May 15, provides insights into why retailers
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