Snap Inc. has launched a new creator-focused campaign across U.S. digital platforms. Dubbed “Find Your Favorites on Snapchat,” the initiative highlights prominent creators such as Loren Gray, Savannah Demers, Matt Friend, Avani Gregg, and Harry Jowsey.

The timing of this campaign aligns with heightened scrutiny over TikTok’s U.S. presence as the platform’s Chinese parent company, ByteDance, faces a January 19 deadline to divest the platform’s U.S. operations or face a nationwide ban.

Snapchat Creator Ecosystem Shows Strong Growth

In an announcement, Snapchat reports nearly 15 billion daily interactions between creators and their audiences, with creator content posting increasing by approximately 50% year-over-year in Q3 2024. Total content viewing time rose 25% in the same period, while Spotlight reached more than 500 million monthly active users.

Creator Harry Jowsey reports significant podcast audience growth through daily Snapchat posting. “Other apps feel like they need to be heavily curated, but on Snapchat there’s no pressure and it feels like I’m talking to my friends,” Jowsey said in the announcement. “It’s been amazing to see how posting daily on Snapchat has helped push my podcast numbers drastically because they get to know the real me.”

Creator Avani Gregg highlighted the platform’s focus on authentic content: “Snapchat has helped me connect with my fans on a more personal level. I have been using Snapchat for years and it is still my most used app. It allows me to get rewarded while being my true authentic self.”

Monetization Opportunities for Creators

The campaign coincides with Snap’s launch of a unified Monetization Program, allowing eligible creators to earn revenue shares from ads within their content. Additional creator support includes the Snap Star Collab Studio for brand partnerships and the 523 program supporting creators from underrepresented communities.

Snap continues to expand its creator ecosystem through AR Lens creator and developer programs, with resources available through its Creator Hub. The company’s recent financial reports indicate growth in both creator participation and user engagement metrics throughout 2024.

Snap’s Strategic Timing Amid TikTok Uncertainty

Snapchat’s campaign launch is timely as TikTok faces potential removal from the U.S. market. A Supreme Court decision on TikTok’s appeal against a sell-off mandate is expected soon, creating an opportunity for competitors like Snapchat to attract migrating users and creators.

Commentators at Social Media Today described the campaign as “a blatant appeal” to TikTok creators and users, noting, “Snap is looking to bolster its audience on the back of TikTok’s unfortunate removal from the region.”

Snap’s push also follows recent content moderation policy changes by Meta, positioning Snapchat as a favorable alternative for creators seeking new platforms.