- Snapchat has launched a new suite of ad solutions, called Creator Collab Campaigns, designed to make it easier for brands to work with the platform’s creator community, in keeping with an organization news release.
- Included within the suite is a Creator Discovery API, meant to streamline the method for identifying available creators. Additionally, brands can now place branded content inside creator-driven stories. A new Paid Partnership Tag will allow content creators to more easily tag branded content as a paid promotion.
- Snapchat partners for the new API include Captiv8, CreatorIQ and Whalar, amongst others. The new additions arrive as parent Snap continues to struggle to grow promoting revenue.
With the launch of Creator Collab Campaigns, Snapchat is attempting to shore up additional advertiser interest at a time when influencer marketing is growing in comparison with other paid social promoting. The move comes at a rough time for business, with parent Snap reporting a 4% year-over-year revenue dip in Q2 and a weaker-than-anticipated outlook for Q3 because the business “stays in a period of rapid transition” and appears to bolster its ads platform.
Managing creator relationships could be difficult for marketers, so a collection of solutions designed around streamlining the creator and brand relationship could prove useful. Within the suite is a Creator Discovery API, which allows third-party partners to go looking Snap’s creative roster by metrics including name, username, age, bio and follower count. Beyond, creators may even have the power to share additional metrics for insights around Stories, Spotlights and audience insights. The company is already working with quite a few API partners to integrate creator data into their services.
Additionally, Snapchat will now allow advertisers to position branded content inside creator-driven Stories with its new Creator Midroll Placement, a move that would help brands as app users spend more time watching content. According to findings shared in release details, the time spent by Snapchat users watching Stories from creators in its revenue share program within the U.S. has greater than doubled year-over-year. Snapchat currently has 397 million every day energetic users.
Snapchat is also rolling out a new self-serve Paid Partnership Tag feature, allowing creators to more easily label branded content as a paid promotion. In the weeks to return, the platform will launch a new ability for creators to tag a business when posting a Spotlight, Snap Map and Public Story Snap throughout the app. Brands will find a way to approve the partnership with Ads Manager, which may even allow them to see analytics and use the content as an ad, per the discharge.
Along with the launch of Creator Collab Campaigns, Snap revealed that it’s currently working on a feature that may allow any Snapchat user, creator or business to advertise their very own content along with new tools that may allow marketers to find and promote organic creator content inside Snapchat.
The new tools are one other way wherein Snapchat is trying to advertise its creators because the backbone of the platform for advertisers. Earlier this month, the platform rolled out an immersive content series, Phantom House, which follows several content creators as they try and escape a haunted house. Snapchat is promoting the series as a chance for brands to run ads and create AR experiences. Disney+ and Maybelline have signed on as early advertisers for this system.
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