Snapchat creators promote the app in new ads during TikTok turmoil

Snapchat is reminding fans how to discover creators on the app as part of a new marketing push that comes amid turmoil at one of its biggest rivals, TikTok. On Wednesday, Snap announced the “Find Your Favorites on Snapchat” campaign starring creators including Avani Gregg, who rose to prominence on TikTok. “You can catch all of my day-to-day content on Snapchat,” Gregg said in one of the videos produced for Snap. “It’s where I’m sharing everything from ‘get ready with mes’ to fun behind-the-scenes moments.” Creators Loren Gray, Savannah Demers, Matt Friend and Harry Jowsey also participated. Snap said the campaign, which was created in-house, would run across digital channels. Snap’s campaign coincides with the TikTok drama in the U.S., where the app is being threatened with a shutdown. TikTok’s China-based owner has been forced to divest from the company in the U.S., part of a law passed last year that claimed the app was a national security threat. The U.S. Supreme Court is expected to decide on TikTok’s appeal as early as Wednesday. If TikTok loses, the company’s attorney has said it would be forced to “go dark” in the U.S. That could come Jan. 19, as outlined by the law. More: These apps are capturing attention from ‘TikTok refugees’ TikTok’s uncertainty has led creators and brands to seek out alternative platforms. The major U.S. social media apps, though, have built-in user bases that make them natural fits to capture TikTok castoffs, according to marketing leaders who have spoken with Ad Age. YouTube Shorts and Meta Reels are poised to capitalize, and Snapchat remains an important platform that has adopted some of TikTok’s features. Snap was mostly founded on its disappearing videos and images for sharing among friends, rather than a mass-broadcast channel. In 2020, Snap launched a Spotlight page that serves up algorithm-personalized videos, similar to TikTok’s entertainment feed. Snap noted in its announcement of its new creator-focused marketing that it has a unique audience, claiming 43% of daily users 16 years and older do not use TikTok daily. In North America, Snap has 100 million daily active users, while TikTok has reported 170 million users in the U.S. Snap’s third-quarter global ad revenue rose 10%, to $1.25 billion, in 2024. TikTok, meanwhile, generated $6.1 billion in ad revenue globally in the same quarter, according to WARC, the marketing data and analytics firm. Snap’s campaign appears to be as much an appeal to users to find creators on Snapchat as it is an appeal to creators to find new audiences on the app. Snap highlighted creator monetization programs in its announcement of the campaign. Snap’s campaign launched as the Santa Monica, California-based company is among those dealing with the effects of the Los Angeles wildfires. On Monday, Snap CEO Evan Spiegel posted a letter expressing support for the Snap workers displaced by the fires and reflected on his youth being raised in Pacific Palisades, an area hard hit by this month’s wildfires. NextGen Marketing Summit Join us for a crash course on Gen Z, DTC marketing and the creator economy Register today

Snapchat creators promote the app in new ads during TikTok turmoil

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