At first glance, it might appear to be just another irritated tweet from an irate or pissed off Snapchat user. The big difference is that the one who posted a certain message happened to be a powerful social media influencer whose every tweet no matter how seemingly “ordinary” maybe worth some huge money.
Reality TV star Kylie Jenner posted on Twitter the very “millennial-sounding”: “sooo does anyone else not open Snapchat anymore? Or is it just me…ugh this is so sad.”
<blockquote class="twitter-tweet" data-lang="en"><p lang="en" dir="ltr">sooo does anyone else not open Snapchat anymore? Or is it just me… ugh this is so sad.</p>— Kylie Jenner (@KylieJenner) <a href="https://twitter.com/KylieJenner/status/966429897118728192?ref_src=twsrc%5Etfw">February 21, 2018</a></blockquote> <script async src="https://platform.twitter.com/widgets.js" charset="utf-8"></script>
With that one tweet, celebrity Kim Kardashian’s half-sister wiped $1.3 billion off Snap’s stock market value. Snap’s shares sank that dramatically after Jenner’s tweet about its redesign and how she no longer uses its Snapchat messaging app. Jenner happens to have 24.5 million Twitter followers all over the world.
Even before Jenner’s tweet, shares of Snapchat had been alarmingly sliding. For one, it is facing intense competition from Facebook-acquired platform Instagram. Instagram also happens to be a favorite social media venue for many celebrities. Jenner’s tweet came at a time when investors are already getting nervous with what’s happening to Snapchat. There was even a petition signed by more than a million people objecting to Snapchat’s recent redesign.
Some suspect that Jenner’s tweet was far from being innocent or even whimsical, but rather a well-timed, well-thought-out (despite the words use and the sentence construction- which could all be deliberate) strategic message from someone who knows how to play the social media game.
Jenner is a social media influencer of top-caliber, popularity-wise, making between $250,000 and $500,000 per post according to one estimate. Jenner also happens to have come from a family of brilliant marketers. The more than a million who signed the Snapchat petition decrying the redesign happen to be Jenner’s audience.
The tweet was posted 4:50 p.m. Eastern time- which happens to be less than an hour after the U.S. markets closed. Too coincidental? Maybe not! By posting outside the trading hours, Jenner knew she could make an impact on Snap’s share price, only that she didn’t want to “overwhelm it.”
Jenner also did not appear as if she was going for the kill, as she later sent a follow-up tweet reminding Snap “that ït was her first love.” And with that the price rebounded as well later Thursday.
<blockquote class="twitter-tweet" data-lang="en"><p lang="en" dir="ltr">still love you tho snap … my first love</p>— Kylie Jenner (@KylieJenner) <a href="https://twitter.com/KylieJenner/status/966432754089918465?ref_src=twsrc%5Etfw">February 21, 2018</a></blockquote> <script async src="https://platform.twitter.com/widgets.js" charset="utf-8"></script>
But things could change with just another tweet from someone influential on social media.
Twitter: #snapchat #kyliejenner #kardashians #socialmediainfluencer #strategictweets #MAGA #USA #stockmarket