Snap has recently announced a series of innovative updates to its Creator Collab Studio, the platform that aims to create partnerships between brands and creators. These updates hope to simplify the process for advertisers to connect with the creator community on Snapchat.
One of the headline features is the Creator Discovery API, which looks to empower third-party partners to access comprehensive creator information. This includes details such as the creator's name, username, bio, follower count, and age breakdown. By providing a deeper understanding of available creators across each platform, this tool hopes to open up new possibilities for brands seeking to align with the right influencers on the platform.
Snap has also revealed its collaborations with leading API partners, including Captiv8, CreatorIQ, Influential, Pearpop, Tagger, and Whalar, all of which will integrate creator data into their platforms, offering brands valuable insights into Public Stories, Saved Stories, Spotlights, and Audience Insights.
Furthermore, advertisers can now insert branded content within creator-driven Stories, offering a contextually relevant placement for collaborations. This may be appealing to brands who wish to engage with Snap’s 406 million daily active users. In fact, Snapchatters' time spent watching Stories from creators in the US revenue share programme has more than doubled year-over-year.
"We're excited to expand and evolve the offering of our Creator Collab Studio to include a suite of new ad products that make it easier for brands to collaborate with creators on Snap while making it simpler for them to measure branded creator-led campaigns." - Julie Bogaert, Head of Talent Partnerships EMEA at Snapchat
However, what’s on offer for the creators themselves? Snapchat has made it a priority to attract creators to the platform, with the introduction of the Paid Partnership Tag, a self-serve, in-app feature allowing all public creators to easily tag their branded content as a paid promotion. Verified content creators will soon have the ability to search for and tag an Official Business when posting Spotlights, Snap Map, and Public Story Snaps. Brands can then approve partnerships within Ads Manager, providing them with analytics and the ability to utilise the media as an ad.
Fostering communities as a Snap creator
Hello Partner heard more about Snap’s exclusive plans from Julie Bogaert, Head of Talent Partnerships EMEA at Snapchat, at IMS Europe 2023.