Snapchat Reveals What Creators Want in Brand Partnerships

Snapchat has published comprehensive research into creator expectations, offering valuable insights for brands seeking to establish successful partnerships. Conducted with Publicis Media and Ipsos, the study surveyed 1,120 creators who have worked with brands on social campaigns, revealing what creators prioritize when selecting brand deals and partnership opportunities.

Content Strategy and Platform Approach

The research shows creators take varied approaches to content distribution. While 42% tailor content specifically to each platform, nearly half of creators (49%) post consistent content across all apps. Only 9% employ a flexible strategy. This shift reflects how platforms have increasingly adopted similar features, particularly short-form video formats, allowing creators to repurpose content without sacrificing performance. However, niche platforms like Pinterest and Reddit still require customized strategies for optimal engagement.

Essential Features and Partnership Priorities

Creators identified live-streaming, creative tools, and analytics as their most wanted features in social applications. Beyond platform capabilities, the research uncovered critical brand partnership preferences. Creators prioritize brands that align with their personal values and maintain strong online presence, viewing legitimacy and trust as essential factors.

Most significantly, creators are seeking long-term partnerships rather than one-off collaborations. These extended arrangements foster meaningful connections and provide security, benefiting both creators and brands through stronger audience relationships.

For brands looking to attract top creator talent, the data suggests prioritizing alignment with creator values, establishing long-term commitments, and providing creative freedom. These elements create foundations for authentic partnerships that resonate with audiences and drive campaign effectiveness