For a platform built on disappearing photos, dog filters, and Gen Z group chats, Snapchat is hardly the first place that springs to mind when marketers think of B2B advertising. Yet, the app is making a bold bid to change that narrative with the launch of its first-ever B2B creator campaign under its new 'Spend Smarter' platform.
It is an unexpected play for a consumer-facing social app, but Snapchat is betting that it can challenge inherited media planning habits and convince brand marketers to move their budgets.
