Snapchat helps creators grow communities
At its annual Snap Partners Conference, Snapchat announced new tools for creators designed to bring its app more in line with competitors like TikTok and Instagram.
The platform also said it makes it easier for creators to connect with brands for sponsored deals and partnerships.
In order to catch up with competitors, Snapchat creators can now respond to a user's comment on a video with a visual response to engage with the audience.
The ability to reply to a comment with a video has been available across TikTok and Instagram for some time and is often used to keep the conversation going about creators' videos, respond to viewer questions, or connect viewers to the second part of a multi-part story.
The new simplified account design allows users to easily switch between their personal and public accounts.
Additionally, Snapchat offers creators the option to customize public accounts by pinning their favorite snaps to the top of the account, a feature that has also long been available on TikTok and Instagram.
Creators can use the feature to give visitors an easy way to see the type of content they regularly post, while also allowing them to highlight their best work.
In a way to help creators secure additional partnerships, creators can now choose to disclose engagement and demographic data in Snap Star Collab Studio, an initiative Snapchat launched last year that connects brands with creators for their marketing campaigns.
By posting engagement numbers, creators can market themselves to brands looking to partner with “Snapchat Stars” who have met certain criteria or who reach a specific audience they want to target.
Snapchat says the number of creators posting engagement numbers publicly has more than tripled over the past year, with creators posting nearly 10 billion Snaps to their Stories.
The platform says there are nearly 15 billion interactions between creators and their viewers on the app every day.
“Relationships are at the heart of every experience on the platform, and they’re at the heart of the content experience, whether you’re the one creating Snaps or watching videos created by the community,” Snapchat said.
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