• by Colin Kirkland , April 11, 2025

Snapchat is now inviting brands to sponsor the social media company’s “Snap School” events -- interactive workshops designed to train creators through a variety of methods directly tied to the platform. 

Since its launch in 2022, there have been over 50 Snap School events hosted across the world, either virtually or in person, tailored for different audiences, including talent reps, conference attendees, college students and brands. 

So far, Snap has hosted two sponsored Snap Schools -- this past July and February -- with beauty brand Clinique. The company says over 75 creators attended the most recent event, during which Clinique signed deals with five leading beauty creators, all of whom have between 30 thousand and 100 thousand followers on the platform.  

Snap says the event featured a Clinique-branded game show, as well as candle making, networking and organic integration of the brand through Snap’s proprietary AR Lenses, as well as logo placement throughout the venue. 

Now, Snap is opening up the opportunity to all brands in the U.S. as a supplementary offering to the company’s Snap Star Collab Studio efforts, with 22 Snap School sponsorship slots available throughout 2025. 

For brands, Snap says sponsoring one of these events can help forge deals with relevant creators on the platform – placing “products directly in their hands” – while extending their brand’s reach through organic content creation on Snapchat. 

Whereas for creators, participating in a Snap School event provides an opportunity to connect with future sponsors in person, while gaining support and resources from Snap’s creator partnerships team, which will offer strategies to maximize engagement on the platform, as well as tips for building a following and business. 

Since rebuilding its ad business in 2022, Snapchat is focused on forging partnerships between creators and brands, while expanding sponsorship opportunities into every space on the app. 

Recently, Snap partnered with the creator management company Later to help marketers discover Snapchat creators and introduced a new tier for smaller businesses in its Advanced Partner Program, as a way to offer resources to agencies of all sizes. Since debuting ads in the Chat tab via Sponsored Snaps, recently testing the offering with Wendy’s, and making its newest feature – AI Lenses – available for brands to sponsor as well.