Snap is reminding creators that its app is a central place to build a community in a new ad campaign.
The company’s campaign comes as rival TikTok faces a potential ban in the U.S. this week. The Supreme Court is set to rule on a looming ban that would wipe the app from the U.S. market, impacting 170 million users. The saga is ongoing, as TikTok’s defense of free speech has clashed with the government’s security concerns about the Chinese-owned app.
Snap’s ad campaign launched on Jan. 15, with messaging that encourages users to “find their favorites on Snapchat.” The ad stars 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 catch all of my day-to-day content on Snapchat,” Gregg says in one of the campaign’s spots. “I feel like Snapchat brings me closer to you guys. It’s an easy way to connect with you guys on a more personal level.”
Snap says that creators make 15 billion interactions with their followers each day on Snapchat.
New tools for creators
The campaign also promotes new tools the company recently rolled out for creators.
In September, Snapchat introduced a feature that allows creators to toggle between their personal and business accounts. The company also released new tools that allow creators to pin content and utilize templates for content production.
Additionally, starting next month, some creators can get their hands on new tools that place ads in Spotlight videos that are longer than one minute. Spotlight is Snap’s TikTok-like feature that surfaces user-generated content.
The number of creators posting content to Snapchat grew 50% year over year during the third quarter of 2023, according to Snap. Additionally, Spotlight reached more than 500 million active users during the third quarter. And time spent watching content on Snapchat was up 25% year over year during that time period.