There has been a growing amount of content appearing on Snapchat over the past few years, as the social media platform tries to improve its content offering. Now, Snapchat is launching a Creator Marketplace where creators and brands can come together to partner up on content.
Snapchat Is Launching a Creator Marketplace
As outlined in a post on the Snap Newsroom, Snapchat's new Creator Marketplace will put creators on a platform for brands to work with, in order to create better ads. The new Marketplace will work similarly to Fiverr and other gig websites.
On the Marketplace, creators of all kinds can offer their expertise to help brands to produce content for marketing. Influencers, Lens Creators, AR Creators, and Developers will all be able to work with brands through the Creator Marketplace.
Initially, the Creator Marketplace will only open for selected AR Creators later in May 2021 (it's not live just yet). It seems that Snapchat is really trying to drive AR content on the platform, but that's no surprise given the work it's done with AR in the past.
In early 2022, the Creator Marketplace will open up to all the other creators on the platform. This means that you might start seeing your favorite Snapchat influencers in ads that year.
Snapchat claims that by connecting brands with creators, these brands will be able to maximize their return from Snapchat advertising. The aim of the Marketplace is to get those who know Snapchat best to work with brands, which makes perfect sense if you think about it.
Marketing Content on Snapchat
While the Creator Marketplace is certainly going to provide value to brands that advertise on Snapchat, app users might not be so happy about it.
Being able to take advantage of creators that are already familiar with Snapchat will certainly mean that brands won't need to spend as much on research or specialist teams. This might not make too much of a difference for larger brands, but will definitely make Snapchat advertising more accessible to smaller brands.
The aim of the Marketplace is to help brands to produce better marketing content, which is just a fancy way of describing ads. Snapchat built the whole Creator Marketplace directly into the platform's advertising ecosystem.
Many users are already unhappy with the amount of ads they see on social media, and seeing more probably won't prove to be popular.
Especially when some social media platforms are planning to reduce the number of ads instead, although only for those willing to pay for the privilege.
However, the new marketing content from the Marketplace is intended to be created by those who are most familiar with the social media platform. So, maybe the ads they create won't be quite as annoying.
Coming Soon to a Snapchat Near You
Snapchat hasn't launched the Creator Marketplace yet, so you won't see this new marketing content on the platform immediately. However, as the Marketplace rolls out users are bound to see more ads on the platform.
With a push for AR content and expert knowledge from creators, hopefully the ad experience from this new content will be improved.
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