Snapchat’s house is on fire, and users know why.

Early in 2018, Snapchat released an update to its platform with one critical change: Content generated by friends and content generated by publishers would now be presented in separate feeds. Snapchat’s goal was to improve their users’ experience by providing clear delineation between friends and publishers; in other words, to draw a hard line between the increasingly blurred distinction between sponsored posts and organic content.

As soon as the update was released, users took to the streets. The digital streets.

Users began complaining, arguing, and posting negative reviews of the updated app. During its limited international release in January, 83 percent of Snapchat’s App store reviews were negative.

Users who couldn’t deal with the changes developed workarounds to revert the application back to its pre-update form.

And perhaps most damning of all, the socialite-turned-social-media-celebrity Kylie Jenner tweeted her disdain for the update and waning infatuation with Snapchat overall.

If Snapchat’s update provided the gasoline, then Jenner’s tweet lit the match.

Snapchat’s on Fire

Just hours after her tweet, the value of Snapchat’s shares dropped seven percent in the market—losing the company nearly a billion dollars in valuation overnight. Around the same time, Citigroup analysts downgraded Snapchat’s stock, citing a jump in negative app reviews that could potentially hurt the company’s future profits.

And clearly, public outrage against Snapchat was a popular mindset—a Change.org petition requesting that Snapchat undo the changes has gained over 1.2 million signatures since the update’s release.

Of course, it’s hard to say how much of Snapchat’s drop is attributable to the app’s redesign, Jenner’s tweet, or any combination thereof, one thing is clear: The public uses social to make its voice heard. And when we assess the influence that Jenner has on Snapchat’s user base, it’s not hard to see how a single social media post could set Snapchat ablaze.

The Role of Influencers in Your Company

In the world of influencers, Jenner has clout. She boasts over 24 million followers and was ranked the “most followed” Snapchat personality in 2016. It stands to reason that her influence is capable of producing drastic changes in how users perceive the site.

Snapchat’s struggle highlights the power that social media influencers like Jenner have in 2018. With a single click, celebrity influencers can reach tens of millions of users and deliver opinions packaged in the perfect form for reposting, retweeting, and sharing with others. And as one of the most prominent social media celebrities on Snapchat, Jenner acts as the mouthpiece for her legions of followers.

While public distaste for the redesign may have once fallen on deaf ears, the advent of these influencer mouthpieces has changed the game. Now, influencers can act as champions for causes; they can use their digital influence to build (or remove) support for various issues. Jenner’s tweet illustrates a fairly direct cause and effect relationship between influencers and their parent companies, and as time goes on, prominent influencers like these will have even more of an impact on their partner’s market share.

Get the Right Influencer on Your Side

This is why it’s so important to choose your influencers carefully—and to think twice about drastic redesigns that affect their users’ experience. While companies need to follow their visions, the complexities of influencer partnerships add more layers to these decisions that must be taken into account.

In short, you need your influencers on your side. This is a lesson that Snapchat spent a billion dollars to learn, and that other companies need to remember as they move forward.