• by Colin Kirkland , September 29, 2026

As Snapchat introduces more ad tools, the social-media company is planning to highlight ways in which business-to-business (B2B) advertisers can better utilize their budgets and make use of the app as a discovery platform.

According to the company's announcement, the “Spend Smarter” platform and campaign series will “challenge marketers to rethink the inherited habits shaping where their media budgets go” via a campaign that showcases creators who achieved "success stories" across the U.S. and the U.K.

“Across platforms like Instagram, TikTok and Substack, creators will use the formats and channels that feel most natural to their audiences to explore three core areas: the reach advertisers could be missing, how attention can work harder, and the performance that smarter investment can deliver,” the company says in a statement.

For the creator campaign, a variety of marketing professionals will explore work from clients like gaming developer Supercell, French skincare brand Clarins, Kentucky Fried Chicken, Asics and more.

The content created around these brands will aim to show how advertisers are uncovering incremental audiences on Snapchat, while also boosting CPA and ROAS through creator channels and paid media.

According to findings from marketing analytics platform Measured, Snapchat offers advertisers 19.3% higher incremental ROAS (iROAS) on average compared to blended incremental ROAS overall.

Prior to launching creator-made content on channels and communities across various social apps, Snapchat has been promoting its Spend Smarter program through live activations, branded trucks, and live events.

Overall, the program and subsequent promotional campaigns are designed to demonstrate how marketers can use Snap’s evolving suite of ad tools ahead of the holiday shopping season.

The company recently launched its “Commerce Power Pack,” which brings AI-powered product recommendations to Sponsored Snaps, allowing advertisers to surface catalog product ads to consumers directly in the platform’s Chat hub -- a space that 85% of users visit regularly.

After introducing automated chatbot ads to Chat, Snap also revamped Dynamic Product Ads with a new class of agentic recommendation models focused on synthesizing user behavior, real-time user intent, and other consumer signals.

The company wants advertisers to understand that these new tools exist and to see how they are working for creators and brands in real time.