Snapchat launches creator campaign amid TikTok uncertainty

The news: Snapchat has launched a "Find Your Favorites" campaign featuring creators like Loren Gray and Avani Gregg, as the platform positions itself to capture creators and audiences amid TikTok's uncertain future.

Platform progress: Snapchat is using the campaign to demonstrate its significant growth and reach:

• We forecast that Snapchat's worldwide ad revenues will grow 12.4% to $4.74 billion this year—and 11.2% to $5.27 billion in 2026.
• That expansion would surpass its worldwide user growth, which should be 5.5% (765.9 billion) and 4.8% (795.1 billion) this year and next.
• User engagement shows unique patterns, as 43% of Snapchatters don't use TikTok daily, per October 2023 research from Snap.

Why it matters: Snapchat's positioning emphasizes creator support and positive engagement.

The platform is working to upgrade its opportunities for creators:

• A new unified monetization program combines Spotlight and Stories revenues.
• The Snap Star Collab Studio facilitates brand partnerships.
• The 523 program provides support for underrepresented creators.
• Following its Creator Discovery API launch, creator marketing platform CreatorIQ saw Snapchat post volume surge 221% YoY, as automated creator discovery and campaign management capabilities replaced manual processes.

User experience remains a key differentiator:

• Over 90% of Snapchat users report feeling happy and connected on the platform.
• Snapchat emphasizes authentic engagement over viral content.
• Recent studies show positive impacts on user well-being and friendships.

Yes, but: This push is not dissimilar to one Snap made a year ago, which came amid lawsuits alleging social platforms designed placements to exploit teen vulnerabilities. While Snap had a stronger 2024 than the year prior, it’s not clear that this creator-driven campaign will prove to be a game-changer for the platform.

Our take: Snapchat's creator-focused campaign represents a strategic move to capitalize on TikTok's potential US ban while differentiating itself from Meta's content moderation challenges.

• Success will depend on effectively scaling monetization programs, including new ad formats like Sponsored Snaps and major advertisers like “Wicked.”
• Given Snap’s young user base and concerns regarding minors’ social media use reaching a breaking point in the past year, Snap could be positioning itself for renewed relevancy—though when it comes to monetizing its user base, it still has some work to do.

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