Snapchat Launches Creator Collab Campaigns
Snapchat
Snapchat launched the Creator Collab Campaigns, offering a suite of new tools for creators and brands to collaborate:
Creator Discovery API: This API enables third-party platforms to integrate with Snapchat, allowing brands and agencies to discover creators. It provides access to information such as names, usernames, bios, and follower counts. Creators can also opt-in to share additional metrics, such as insights into Public Stories, Saved Stories, and audience demographics.
Creator Midroll Placement for Brands: Brands can insert contextually relevant ads within Stories created by creators.
Paid Partnership Tag: Public creators can tag their branded content with a Paid Partnership tag. Verified creators with Public Profiles can also tag relevant brands, with the approval of those brands, who then have the ability to amplify the post through paid media.
Why it Matters: The Creator Discovery API is the most notable and potentially impactful. With this move, Snapchat is following TikTok and Instagram, which offer third-party APIs to integrate with their creator marketplaces.
A prime example of the value of such APIs can be seen in TikTok's TikTok Creator Marketplace API. By opening up integrations, including creator discovery and real-time reporting, to platforms and agencies that assist brands with influencer marketing, TikTok increased the adoption of its marketplace and facilitated more collaborations between creators and brands.
