Snap-on Wednesday announced its plan to soon launch a Creator Marketplace, which will make it easier for businesses to find and partner with Snapchat creators, including Lens creators, AR creators, and later, prominent Snapchat creators known as Snap Stars. At launch, the marketplace will focus on connecting brands and AR creators for AR ads. It will then expand to support all Snap Creators by 2022.
The company had previously helped connect its creator community with advertisers through its Snapchat Storytellers program, which first launched into pilot testing in 2018 — already a late arrival to the space. However, that program’s focus was similar to Facebook’s Brand Collabs Manager, as it focused on helping businesses find Snap creators who could produce video content.
Meanwhile, Snap’s new marketplace has a broader focus in terms of connecting all sorts of creators with the Snap advertising ecosystem. This includes Lens Creators, Developers, Partners, and then later, Snap’s popular creators with public profiles. Snap says the Creator Marketplace will open to businesses later this month to help them partner with a select group of AR Creators in Snap’s Lens Network. These creators can help companies to build AR experiences without the need for extensive creative resources, which makes access to Snap’s AR ads more accessible to businesses, including smaller businesses without in-house developer talent.
Lens creators have already found opportunities working for businesses that want to grow their Snapchat presence — even allowing some creators to quit their day jobs and just build Lenses for a living. Snap has been further investing in this area of its business, has announced a $3.5 million fund directed toward AR Lens creation in December. The company said at the time there were tens of thousands of Lens creators who had collectively made over 1.5 million Lenses to date. Using Lenses has grown more popular, too. The company had noted that more than 180 million people interact with a Snapchat Lens every day — up from 70 million daily active users of Lenses when the Lens Explorer section first launched in the app in 2018.