Snap Launches Creator Marketplace for Lens Creators

Snapchat Announces Creator Marketplace Launch

Snap Inc. revealed plans on Wednesday to introduce a Creator Marketplace. This new platform is designed to streamline the process for businesses seeking to collaborate with Snapchat creators. Initially, the focus will be on Lens creators and AR creators, with plans to include prominent Snap Stars at a later date.

Initial Focus: AR Advertising

At its inception, the marketplace will primarily connect brands with creators specializing in augmented reality (AR) for advertising purposes. Expansion to encompass all Snap creators is anticipated by 2022.

Building on Previous Efforts

Snap had previously facilitated connections between creators and advertisers through the Snapchat Storytellers program, launched in pilot testing in 2018. However, this earlier initiative mirrored Facebook’s Brand Collabs Manager, concentrating on video content creation.

A Broader Scope for Creator Collaboration

The new Creator Marketplace distinguishes itself with a wider scope. It aims to connect diverse creators – including Lens Creators, Developers, and Partners – with the broader Snap advertising ecosystem.

Accessibility for Businesses

Later this month, the Creator Marketplace will become available to businesses. This will enable them to partner with a select group of AR Creators within Snap’s Lens Network. These creators can assist businesses in developing AR experiences, reducing the need for substantial internal creative resources.

Growth of the Lens Creator Economy

Lens creators are already experiencing professional opportunities, with some able to dedicate themselves full-time to Lens development. Snap has demonstrated further commitment to this area, announcing a $3.5 million fund in December to support AR Lens creation.

Increasing Engagement with Lenses

The company reported that over 180 million individuals engage with a Snapchat Lens daily, a significant increase from the 70 million daily active users recorded when the Lens Explorer section was first introduced in 2018.

Daily AR Usage on Snapchat

Currently, over 200 million Snapchat users interact with augmented reality on a daily basis, representing a substantial portion of the platform’s 280 million daily users. A significant majority – over 90% – of U.S. users fall within the 13 to 25-year-old demographic.

Marketplace Focus in 2021

Throughout 2021, the Creator Marketplace will maintain its focus on connecting businesses with AR Lens Creators.

Expansion to Professional Creators

The following year will see an expansion to include professional creators and storytellers. These individuals possess a deep understanding of current trends and the interests of the Snap user base, and can provide valuable support for advertising campaigns.

No Commission on Deals

Snap has confirmed that it will not take a commission from deals negotiated and finalized through the Marketplace.

Spotlight and Creator Incentives

This includes creators contributing to Spotlight, Snap’s competitor to TikTok, which launched in November 2020. Snap initially invested $1 million daily to incentivize creators of top-performing videos.

Spotlight User Engagement

In March 2021, over 125 million Snapchat users were actively watching content on Spotlight.

Challenging TikTok with Talent

Snap is also directly competing with TikTok by securing prominent TikTok stars for its Snap Originals lineup. Charli and Dixie D’Amelio will star in a series titled “Charli vs. Dixie.”

New Snap Originals Lineup

Other new Snap Originals will feature artists like Megan Thee Stallion, actor Ryan Reynolds, influencers Niki and Gabi DeMartino, and beauty vlogger Manny Mua.

Snap Originals Viewership

Snap’s original shows attracted over 400 million viewers in 2020, including 93% of the Gen Z population in the U.S.

Peter Naylor on the Creator Marketplace

Peter Naylor, Snap’s VP of Sales in the Americas, stated that the Creator Marketplace will create mutually beneficial opportunities for marketers, creators, and Snap itself. He emphasized the value for brands, creators, and Snap’s overall advertising ecosystem.