Snap reminds creators that its app is a central place to build community in a new ad campaign.
The company’s campaign comes as rival TikTok faces a potential ban in the United States this week. The Supreme Court is ready to rule about a looming ban that would wipe the app from the US market, affecting 170 million users. The saga continues as TikTok’s defense of free speech clashes with government security concerns about the Chinese app.
Snap’s ad campaign launched on January 15, with messages encouraging users to “find their favorites on Snapchat.” The ad features creators like Savannah Demers, Avani Gregg, Harry Jowsey and Loren Gray.
Some of these creators first developed an audience on TikTok. Gregg, for example, won a Shorty Award in 2019 for TikToker of the Year.
“You can view all my daily content on Snapchat,” Gregg explains in one of the campaign spots. “I feel like Snapchat brings me closer to you guys. It’s an easy way to connect with you on a more personal level.
Snap claims that creators make 15 billion interactions with their followers on Snapchat every day.
New tools for creators
The campaign also promotes the new tools the company recently rolled out for creators.
In September, Snapchat introduced a feature allowing creators to switch between their personal and business accounts. The company also released new tools allowing creators to pin content and use templates for content production.
Additionally, starting next month, some creators will be able to get their hands on new tools to place ads in Spotlight videos longer than a minute. Spotlight is Snap’s TikTok-like feature that showcases user-generated content.
The number of creators posting content to Snapchat increased 50% year over year during the third quarter of 2023, according to Snap. Additionally, Snapchat reached over 500 million active users during the third quarter. And time spent viewing content on Snapchat increased 25% year over year during this period.
Snap will report its fourth quarter 2024 results on February 4.
