Catching Up with TikTok and Instagram: Snapchat Unveils Creator-Driven Features for Paid Deals
Snapchat's unveiling of new tools for creators at the Snap Partner Summit yesterday marks a significant shift in the company’s strategy as it strives to align more closely with competitors like TikTok and Instagram. Over the years, Snapchat has consistently been a platform that prides itself on its unique blend of augmented reality (AR) features and ephemeral content. However, as the creator economy grows and other social media platforms introduce new, creator-friendly features, Snapchat has been working to catch up and differentiate itself. The latest rollout of features indicates that the company is serious about competing in the crowded creator marketplace and helping its community of influencers and creators land lucrative brand partnerships.
Embracing Video Interactivity
One of the key features announced at the Snap Partner Summit is the ability for creators to reply to comments on their videos with a video response. This feature, which has long been available on platforms like TikTok and Instagram, is a welcome addition to Snapchat. Creators on TikTok, for instance, often use video replies to continue conversations, address viewer questions, or provide additional context to their content. Snapchat’s move to incorporate this feature shows the company’s recognition of the importance of deeper engagement between creators and their audiences.
Public Profile Customization: Highlighting Best Work
Another feature introduced during the summit is the ability for creators to customize their public profiles by pinning their favorite Snaps at the top. This functionality, already present on TikTok and Instagram, allows creators to highlight their best work or the type of content they regularly produce. By curating their profiles in this way, creators can make their profiles more appealing to both new visitors and potential brand partners.
Snap Star Collab Studio: Bridging the Gap Between Brands and Creators
In an effort to further assist creators in securing partnerships, Snapchat has introduced new features within its Snap Star Collab Studio. Launched in 2022, Snap Star Collab Studio is Snapchat’s initiative to connect brands with creators for marketing campaigns. With the latest update, creators can now disclose their engagement metrics and demographic data directly within the platform, making it easier for brands to assess whether a creator is a good fit for their campaigns.
Snapchat is positioning itself as a platform where creators can not only build their following but also monetize their content through partnerships and sponsorships. This move also aims to address one of Snapchat’s long-standing criticisms—that while the platform excels in user engagement, it has struggled to provide viable pathways for creators to generate income compared to rivals like TikTok and Instagram. By making it easier for brands to discover and partner with creators, Snapchat hopes to shift that narrative and carve out a more significant role in the influencer marketing ecosystem.
In fact, Snapchat has already seen a significant surge in creator activity on the platform. According to the company, the number of creators posting publicly has more than tripled in the past year, with creators posting nearly 10 billion Snaps to their Stories. This uptick in activity is accompanied by nearly 15 billion daily interactions between creators and viewers on the app. These numbers suggest that Snapchat is successfully engaging its creator community, and the new tools could further accelerate this trend by offering creators even more incentives to produce content.
More Generative AI:
Perhaps the most transformative feature announced at the Snap Partner Summit is the introduction of new AI-driven tools for creators, including Easy Lens and Body Morph. Generative AI has become an essential tool for social media platforms looking to enhance user experience and streamline content creation, and Snapchat is no exception.
Easy Lens, a generative AI tool, allows creators to describe their vision in plain English, and the software translates it into a Lens—Snapchat’s signature AR objects and effects. This tool significantly lowers the barrier to entry for creators who may not have advanced technical skills but want to participate in the AR space. By democratizing AR creation, Snapchat empowers more creators to experiment with immersive content, making their Snaps more engaging and interactive.
Body Morph, another AI-driven tool, lets creators generate 3D characters, costumes, and outfits based on text descriptions or reference images. For creators focused on storytelling or visual arts, this tool opens up a new realm of possibilities. They can now create richer, more immersive narratives without needing extensive design expertise. Snapchat is betting heavily on the integration of generative AI to keep creators engaged with its platform while providing them with innovative tools to push creative boundaries.
Snap CEO Evan Spiegel has emphasized that generative AI plays a pivotal role in driving the company’s creator growth. In a recent memo, Spiegel highlighted the fact that Snapchat's AI lenses are among the most popular on the platform, underscoring the potential of AI to revolutionize the way content is created and consumed. The inclusion of generative AI tools also positions Snapchat to compete with other platforms that are investing in similar technologies to enhance creator experiences.
Meeting Creator Needs in a Challenging Market
While Snapchat's recent innovations are impressive, the platform is still under significant pressure to perform in the competitive social media landscape. The company has been facing challenges, particularly in its advertising revenue, as evidenced by its underwhelming Q3 earnings report. As Snap relies heavily on advertising for revenue, the company must find new ways to attract advertisers, and bolstering its creator community could be a key part of this strategy.
Snapchat’s focus on helping creators land brand deals through the Snap Star Collab Studio could be a game-changer. As the creator economy grows, brands are looking for more direct ways to connect with influencers, and Snapchat’s transparency in providing engagement and demographic data could give it an edge over competitors. By streamlining the process of connecting creators with brands, Snapchat could attract more creators to its platform, further driving engagement and, ultimately, revenue.