Snap Inc is planning to launch a Creator Marketplace to help
businesses find and partner with Snapchat creators including Lens creators, AR
creators, and Snap Stars. The marketplace will initially focus on connecting
brands and AR creators for AR ads, and later in 2022, it will expand its
support to all Snap creators.
Snap’s VP of Sales in America, Peter Naylor, stated “We’re
happy to announce Snap’s Creator Marketplace, which will drive win-win-win
opportunities for marketers, Creators, and Snap.”
The Snapchat Storytellers Program that was launched in 2018 was the company’s initiative to connect its creator community with advertisers. The program’s purpose was similar to Facebook’s Brand Collabs Manager. This new marketplace, however, has a broader focus, as it’s been created to connect all types of creators with the Snap advertising ecosystem.
According to Snap, the Creator marketplace will be available
to businesses later this month. Initially, a select group of AR Creators in
Snap’s Lens Network will be offered support for partnership, so they can help
businesses build AR experiences without having to rely on extensive creative
resources. As a result, businesses, including small ones, would have better
access to Snap’s AR ads.
Moreover, Snap has been investing in its Lens creators
business, including a $3.5 million fund that
was directed toward AR Lens creation in December. The company revealed that tens
of thousands of Lens creators had collectively made over 1.5 million during
The Lens Explorer section was first added to Snapchat’s app
in 2018, and ever since, the feature has observed rising popularity among
users, with over 180 million users interacting with a Snapchat Lens every day. Similarly,
now more than 200 million users interact with AR on a daily basis on average. Therefore,
Snap says that the Creator Marketplace will remain focused on connecting
businesses with AR Lens Creators throughout 2021.