Snapchat Plans to Announce New Ways for Creator-Brand Collaborations

Snapchat

Snapchat is planning to announce new ways for creators and brands to collaborate. In the latest episode of Creator Upload, hosted by Lauren Schnipper and Joshua Cohen, Jim Shepherd, who serves as the Director of Global Talent Partnerships at Snapchat joined as a guest.

During the interview, he revealed that Snapchat will be making announcements about creator-brand collaborations at Advertising Week New York (October 16th to 19th). These will include new ways for creators and brands to discover and connect with each other, a "Paid Partnership" label for creators to disclose sponsored content, and the ability for brands to easily amplify sponsored content through paid media

Why it Matters: Snapchat has been increasingly introducing various ways for creators to earn income on the platform, such as its Stories revenue-sharing program, which help creators like Caryn Marjorie earn up to $15,000 per day.

With these upcoming launches, Snapchat will further help creators monetize by facilitating creator-brand collaborations, likely through a marketplace experience. Adding disclosure tools and native paid media solutions for creator content is also notable. The former promotes transparency in these partnerships, while the latter enables brands to extract more value from their sponsored content, aligning with features offered by Meta and TikTok, such as Partnership Ads and Spark Ads, respectively.

Overall, this will help Snapchat play a larger role in influencer marketing, especially for brands that want to reach Gen Z audiences.