At Tuesday’s annual Snap Partner Summit, the Snapchat maker unveiled new tools for creators designed to bring its app more in line with its competitors, like TikTok and Instagram. The company also said it will make it easier for creators to connect with brands for sponsored deals and partnerships.
Catching up to rivals, creators on Snapchat can now reply to a user’s comment on one of their videos with a video response to engage with their audience further. The ability to respond to a comment with a video has been available on TikTok and Instagram for quite some time and is often used to keep the conversation going on creators’ videos, respond to viewers’ questions, or link viewers to a part two of a multi-part story.
In addition, Snapchat is introducing the option for creators to customize their public profiles by pinning their favorite Snaps to the top of their profile, which is functionality that’s also long been available on Instagram and TikTok. 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 terms of helping creators land more partnerships, creators can now choose to disclose their engagement and demographic data in the Snap Star Collab Studio, Snap’s initiative launched last year that connects brands with creators for their marketing campaigns. By sharing their engagement numbers, creators can market themselves to brands that are looking to partner with those “Snap Stars” who have achieved certain metrics or those who reach a particular audience they want to target.
Snapchat says that over the last year, the number of creators posting publicly has more than tripled, as creators posted nearly 10 billion Snaps to their Stories. The company also says there are nearly 15 billion interactions between creators and their viewers on the app every day.
