• by Colin Kirkland , October 19, 2023

For advertisers looking to expand their roster of creators, Snapchat is introducing “Creator Collab Campaigns,” a suite of new ad products the company hopes will help streamline new relationships between brands and its community of creators. 

Snap wants to provide advertising partners with more transparency around its creator community via the platform’s Creator Discovery API, which allows brands to plug in to Snap’s entire creator roster, and then view relevant stats about individual creators, including name, username, bio, follower count and age breakdown. 

Creators will also have the option to share additional metrics with advertisers around their public Stories, saved Stories, Spotlights, and audience insights. Snap says that it’s working with API partners to integrate the creator data into their platform, including Captiv8, CreatorIQ, Influential, Pearpop, Tagger, and Whalar. 

The social-media company is also pushing branded content within the app, inviting advertisers to place branded content within creator’s Stories for the first time. And, according to the company, this could result in a boost in reach, with data showing that total time users spend watching Stories from US-based creators in Snap’s revenue share program has doubled year-over-year.

Snap is also launching a Paid Partnership Tag, which will make branded content more obvious to users. Now, verified creators can mark their paid promotions in-app, and in the next few weeks, they’ll also have the option to target brands by searching for and tagging official businesses when posting their Spotlight, Snap Map, and Public Story Snaps. 

Brands can choose to respond to the request, approving partnerships within Ads Manager, then allowing creators to view analytics and use any relevant media as an ad. 

These new tools could prove especially beneficial for brands trying to reach a younger user demographic. According to Snap’s internal data, the platform currently reaches over 90% of 13 to 24-year-olds and over 75% of 13- to -4-year-olds in over 20 countries, with around 5 billion snaps being created each day.