Same creators, different Snapchat: The opportunity for brands

TOGETHER WITH

The future of creator marketing. It isn’t just about reach. It’s about relationships that drive action. See how Snapchat’s already built to operate in lockstep with creator marketing’s organic storytelling—and join the conversation.

Have you noticed that content creators can feel completely different depending on where you follow them? On each platform, you may notice a slightly different style or angle.

On Snapchat? You’re along for the ride in an intimate and authentic way—getting ready in the morning, going behind the scenes, doing their 20-step nighttime routine, and seeing both the glamorous and not-so-glamorous parts of their lives.

For brands investing in creators, that difference matters.

As Head of US Agencies at Snap Inc., I’ve watched creator marketing evolve beyond a game of reach. Of course, reach matters. But there’s an important question marketers should be asking: What kind of relationship does this creator have with the people they reach and does that audience trust them?

Influence isn’t just about audience size. It’s about the quality of the relationship behind it. I spent years on the agency side before I sat where I am now, and the thing I keep coming back to is how much easier reach is to defend than relationship. Reach has a number. It fits in a plan, it clears procurement, it survives the scrutiny of a room that has to justify every metric. Relationships have always been the harder sell, because for a long time we had no honest way to measure it. That’s the part that’s changed. What used to be the soft rationale at the end of the recommendation... is now the part with strong evidence behind it.

In today’s bustling social environments, the future of creator marketing is rooted in the very relationships that drive meaningful action. Let’s take a closer look at what I mean.

The power of personal connection

On Snapchat, authenticity shines because every moment is like a backstage pass rather than a formal one-off post—morning coffee, getting ready, the bloopers. These real, everyday moments add up, creating opportunities to build familiarity and connection that’s deeply human.

Creators on Snapchat are unfiltered and real—the most active creators post nearly 140 times per day on average, sharing their thoughts in real time and building ongoing connections with their communities.¹ We find that Snapchatters are +66% more likely to get excited about a brand when it’s posted about by a creator and feels authentic.²

That’s because 63% of Snapchatters say they feel a personal connection with creators on Snapchat,³ and over half follow creators for a deeper look into their daily lives.⁴ Snapchat has long been built on meaningful connection through uniquely intimate surfaces like the Chat and Map tabs – which have users opening the app 30-40x a day, using Snapchat more as a utility and core part of their lives.

Users come to Snapchat to connect with the people they care about, creators included. Trust deepens in creator-led environments where influence is more likely to turn into action.

The attention advantage

So, what does it all mean for brands?

When a creator talks about a brand on Snapchat, they’re not suddenly appearing out of thin air with something to sell. Their audience is already accustomed to keeping up with them throughout the day. They know how that creator talks, what they like, and what they choose to share. They trust them so they’re inclined to pay attention.

The brand isn’t starting a relationship from scratch—it’s entering one that already exists, with trust at the very center. And that trusted relationship can translate into measurable results.

On average, creator ads on Snapchat are viewed 25% longer and drive 16% more active attention than standard brand ads.⁵ Ads in the Chat tab, known as Sponsored Snaps, deliver 2.3x higher open rates and 1.9x higher click rates when combined with creators, compared to non-creator Sponsored Snaps.⁶

From relationship to results

Pizza Hut shows what this looks like in practice. With creator Joe Mele, the brand used a First Snap takeover to promote its Big Dinner Box through a relatable “what’s for dinner?” moment.

The result: 39M+ Snapchatters reached⁷, 105K+ orders⁸, and an open rate 12% above the First Snap average⁹ in a single day.

Creators made Pizza Hut part of a familiar conversation—and turned that relationship into measurable action.

Go inside Pizza Hut’s First Snap strategy.

Activate the relationship, not just the content

For brands, the opportunity is tapping into the relationship that makes that creator influential on Snapchat in the first place.

Step one: Plan for the behavior, not the asset. Creators build familiarity on Snapchat by posting often and having deep relationships with their audiences. The opportunity is to design partnerships around that ongoing behavior.

Step two: Maintain trust through authenticity. Value comes from a relationship audiences have already chosen to have. Overscripting or overpolishing can strip away the very thing brands want to tap into. Lean into the creator’s voice and let them promote your product in their own way.

Step three: Get closer to where the conversation happens. Stories and Spotlight give creators ways to share publicly, while creator-led Sponsored Snaps bring the creator’s voice directly into the user’s Chat tab where they spend most of their time.

The goal is to activate through the powerful relationship that already exists on the platform – fostering closeness and relatability between audience and creator.

The relationship is the media buy

Most feeds ask a brand to interrupt something. Snapchat asks you to join something. So the question is no longer how many people a creator reaches — it’s whether the people they reach would take their word for it. On Snapchat, the answer has been yes for a long time… and now, we’re excited to help brands and agencies plan for it.

Explore what creator marketing on Snapchat can do for your brand.

Sources:

^{1. https://newsroom.snap.com/sps-2024-new-ways-for-creators}

^{2. Global Real Influence, Real Impact, 2024, in partnership with IPG Magna, commissioned by Snapchat.}

^{3. US Authenticity Sells research by eye square, commissioned by Snap Inc and OMG, 2024.}

^{4. Global Real Influence, Real Impact, 2024, in partnership with IPG Magna, commissioned by Snapchat.}

^{US Authenticity Sells research by eye square, commissioned by Snap Inc and OMG, 2024.}

^{5. US Authenticity Sells research by eye square, commissioned by Snap Inc and OMG, 2024.}

^{6. Snap Inc. Internal Data, July 2025 (Global reading, excluding EU).}

^{7. Data from Snap Ads Manager as of October 5, 2025. See the Pizza Hut Success Story.}

^{8. Data from Snap Ads Manager as of October 5–6, 2025. See the Pizza Hut Success Story.}

^{9. Snap Inc. internal data (US), October 1–31, 2025. See the Pizza Hut Success Story.}