Snapchat Reveals What Creators Want in Brand Partnerships

Snapchat has released fresh research revealing what creators prioritize when seeking brand partnerships and building their social presence. The study, conducted with Publicis Media and Ipsos, surveyed 1,120 creators who have worked with brands on social campaigns, offering valuable insights into creator expectations.

Content Strategy and Platform Flexibility

The research shows that creator approaches to content distribution have evolved significantly. While 42% of creators still tailor content specifically for each platform, 49% now post consistent content across all channels, with 9% employing flexible strategies. This shift reflects how platforms have converged in their formats, particularly with short-form video becoming ubiquitous. Creators can now replicate content across apps without compromising performance, though brands should recognize that platform-specific optimization may still drive superior engagement.

What Creators Value Most

Creators consistently identified live-streaming capabilities, creative tools, and analytics insights as essential features on social platforms. Beyond platform functionality, creators seek partnerships with brands that align with their personal values and maintain a strong online presence. This alignment ensures credibility and protects the creator’s reputation.

The research also highlights creators’ preference for long-term partnerships over one-off campaigns. Extended agreements foster meaningful connections between creators and brands, providing security and enabling deeper brand integration. Brands considering creator collaborations should prioritize establishing authentic, extended relationships rather than transactional arrangements.

Strategic Takeaway

For businesses looking to engage creators effectively, the path forward is clear: allow creative freedom, ensure brand value alignment, and commit to longer-term partnerships. These elements form the foundation of successful creator collaborations that benefit both parties.