Snapchat “Storytellers” program pairs creators with advertisers

Snapchat “Storytellers” program pairs creators with advertisers

6 years ago
Anonymous $RBasgWKaIV

https://techcrunch.com/2018/07/26/snapchat-storytellers/

Snapchat hopes to boost ad spend by connecting businesses with its top independent creators, but it won’t take a cut of deals it helps arrange. Today Snap Inc launches its “Snapchat Storytellers” pilot program that will introduce brands to five of the app’s most popular content makers including Mplatco, Cyrene Q, and Shonduras. They’ll star in ads for Stories and Discover or provide creative direction to brands with their expertise gleaned from gathering audiences of millions over the past few years in exchange for cash. Top creators can often earn tens of thousands of dollars or more for deals with brands.

The program is late but a smart move for Snapchat, since it needs to educate businesses about how to make great Stories ads. These often require stylish vertical video that’s a big creative jump from the tiny photo, link, and text ads many are accustomed to, or even the pithy landscape videos they’ve learned to make for YouTube or Facebook. If creators can help brands make great looking ads that perform well, those busineses will be more likely to spend a lot more on Snapchat.