Snapchat taps creators to convince advertisers to rethink their media spend

Snapchat is putting creators at the centre of a new global marketing push aimed at convincing advertisers to rethink where they spend their media budgets.

The platform has tapped creators including Pretty Little Marketer founder Sophie Miller, Girl Power Marketing founder Annie-Mai Hodge, Eugene Healey and Farah Nyadu to help make its case to advertisers.

The wider line-up includes Joel Marlinarson, Grad Girl Marketing founder Ashleen Narula, Matej Lancaric, Carmen Vicente and Brian Blum, with more creators set to be announced.

The partnership will see the creators turn Snapchat advertiser case studies into content across Instagram, TikTok and Substack, looking at the marketing decisions behind campaigns and the results they delivered.

Initially launching across the US and UK, the campaign will feature work from brands including Supercell, Clarins, LOOKFANTASTIC, KFC and ASICS, with creators publishing through their own channels and Snapchat amplifying the content through paid media.

The creator campaign forms part of Spend Smarter, Snapchat's new global marketing platform built around the argument that changes in how people consume media have not always been reflected in where advertisers put their money.

Harley Ilott, Snapchat's head of global brand marketing, said putting creators at the heart of the campaign was intended to make the company's pitch through voices marketers already know.

“Doing what you’ve always done is easy. Spending smarter takes a little more curiosity,” he said.

“We have a strong story to tell on reaching new customers, driving growth and delivering returns, but we want marketers to hear it in voices they already know and trust.”

Snapchat says it has nearly one billion users globally, with users opening the app more than 30 times a day on average.

The push comes as creators are increasingly being brought further into how brands and agencies develop their marketing. Publicis Media recently launched its Creator Collective, bringing nine creators together to advise brands on campaign strategy and creative development, while Zoom's Zoombassador programme brings creators into its product development process.