Snap announced on Wednesday its plan to soon launch a Creator Marketplace that will make it easier for companies to find and work with Snapchat developers, including lens developers, AR developers, and what later became known as Snapchat developers known as Snap Stars are known. At launch, the marketplace will focus on connecting brands and AR creators for AR ads. It will then expand to support all Snap Creators through 2022.
The company had previously helped connect its developer community with advertisers through its Snapchat Storytellers program, which first launched pilots in 2018 – already a late arrival in the room. However, the focus of this program was similar to that of Facebook Brand Collabs Manager, It focused on helping companies find Snap developers who can produce video content.
Snap’s new marketplace focuses on connecting all types of developers to the Snap advertising ecosystem. This includes lens manufacturers, developers, and partners, and later the popular Snap developers with public profiles.
According to Snap, the Creator Marketplace will open to businesses later this month to help them collaborate with a select group of AR Creators on the Snap Lens Network. These developers can help organizations build AR experiences without the need for extensive creative resources to be accessed Snap’s AR ads more accessible to businesses, including smaller businesses with no in-house developer talent.
Lens developers have already found opportunities to work for companies looking to grow their Snapchat presence – and even allow it to do so some creators to quit their day jobs and just build lenses for a living. Snap has continued to invest in this business, announcing a $ 3.5 million fund in December to help create AR Lens. The company stated at the time that there were tens of thousands of lens manufacturers who combined made over 1.5 million lenses.
The use of lenses has also become more popular. The company had found that more than 180 million people interact with a Snapchat lens every day – out of 70 million active lens users per day when the Lens Explorer range was first released on the app in 2018.
According to Snap, over 200 million Snapchat users interact with augmented reality every day, averaging 280 million daily users. The majority (over 90%) of these users are 13-25 years old. In total, users publish over 5 billion snaps per day.
According to Snap, Creator Marketplace will continue to focus on connecting businesses to AR Lens Creators in 2021.
The following year, it expands to include the community of professional developers and storytellers who understand the current trends and interests of the Snap user base and can assist companies with their promotional campaigns. The company will not cut the business made possible by the marketplace, they say.
This would include the developers creating content for Snap’s new TikTok rival, Spotlight, which launched in November 2020. Snap advocated taking over the role Paying out $ 1 million a day to the creators of top videos. In March 2021, over 125 million Snapchat users saw Spotlight.
Credit: Snapchat
Spotlight isn’t the only way Snap challenges TikTok.
The company also announced on Wednesday that it will win over two of TikTok’s biggest stars upcoming Snap Originals lineup: Charli and Dixie D’Amelio. The siblings, who won over 20 million on Snapchat last year, will be featured in the “Charli vs. Dixie” series. Other new originals will include names like artist Megan Thee Stallion, actor Ryan Reynolds, twins and influencers Niki and Gabi DeMartino, and YouTube beauty vlogger Manny Mua, among others.
Snap’s shows were seen by over 400 million people in 2020, including 93% of the Generation Z population in the United States.
“We’re excited to announce Snap’s Creator Marketplace, a win-win-win opportunity for marketers, creators, and Snap,” said Peter Naylor, Snap’s vice president of sales in the Americas, on Market News. “It is an opportunity for brands to use the know-how of our network of AR Creators. For creators, it gives them the opportunity to continue building sustainable audiences and business on the platform. For Snap, this means more advertisers can produce and run compelling creatives on Snapchat without the need for extensive resources, ”he added.