What do you do when you need to reach an audience beyond those that already interact with you? Often the answer is to work with creators. But how do you find the idea creator to work with? To answer this, Snapchat have introduced Creator Collab Campaigns, a suite of products to help make it easier for advertisers to partner with the influential creator community on Snapchat.
Creator Collab Campaigns Tools
Creator Discovery API
With content creators in over 200 countries and territories, Snapchat have a diverse roster of creators for brands to collaborate with. The Snapchat Creator Discovery API enables any third party partner to plug into the entire creator roster for stats like name, username, bio, follower count, and age breakdown to give a better understanding of available creators across each platform.
Creators will have the opportunity to opt-in to share additional metrics, giving partners access to added insights around Public Stories, Saved Stories, Spotlights, and Audience Insights. Snapchat already work with a variety of industry-leading API partners including Captiv8, CreatorIQ, Influential, Pearpop, Tagger by Sprout Social, and Whalar who will integrate creator data into their platforms and services.
Creator Midroll Placement for Brands
Advertisers can now place branded content within creator-driven Stories, offering a contextually relevant placement for creator collaborations. Content viewership and total time spent watching content on Snapchat is growing year-over-year, helping brands get closer to the most engaged Snapchatters through this new surface.
Paid Partnership Tag
All public creators can now easily tag their branded content as a paid promotion with the Snapchat Paid Partnership tag, a self-serve, in-app feature. In the coming weeks, they will be rolling out the ability for verified content creators to search for and tag an Official Business when posting their own Spotlight, Snap Map, and Public Story Snaps, right within the app. Brands can then approve the partnership within Ads Manager, allowing them to see analytics and use the media as an ad.
Snap are currently working on early iterations of a feature set that will allow any Snapchatter, content creator, as well as businesses to promote their own content, in addition to new tools to allow brands to discover and promote relevant organic creator content across the platform. Until then, brands can click here to get started with the tools available today.
We’ll continue to expand on our toolkit to help creators and brands successfully partner together on Snapchat, and look forward to delivering more collaborations that Snapchatters will find fun, useful, and engaging.– Snap