Snapchat
- Snapchat’s Brooke Berry introduced new creator tools at the company’s partner summit on Tuesday.
- Snap Stars can now directly share content analytics with brands to land paid deals.
- Other updates include a simplified profile design, the ability to pin Snaps, and various templates.
If Brooke Berry had two minutes with you alone in an elevator, she’s “90%” confident she could convince you to start posting on Snapchat every day.
The head of Snap creator development’s power of persuasion is so “legendary,” as one influencer put it, that they abandoned TikTok altogether a year ago after meeting her and hearing about at toggling between so many different apps to stay relevant to their audiences.
“I don’t think we need to compete with the others, honestly,” Berry told BI. “Creators go deeper on Snapchat, I think because the money’s there,” referencing how some influencers have made tens of thousands of dollars directly through the platform.
However, Snap isn’t the only platform paying its creators well for in-app monetization programs —YouTube holds that title for now, paying out $70 billion in the last three years.
Direct data sharing with brands on paid content
Beyond ease-of-use updates, the platform is prioritizing earning opportunities. At the summit, Berry revealed a new initiative under the Snap Star Collab Studio, that enables the app’s brand partners to work with preferred agencies to source and partner with Snap Stars.
Now, creators in this program can choose what engagement and demographic data they share with companies they want to work with. They can also share this information directly with any advertiser on the platform. Data available for sharing includes follower count and video engagement metrics, making it easier for brands to discover and partner with creators who are the best suited for their campaigns.
To round out the year, Berry is most looking forward to Snap School, where she and her team lead sessions for creators on the best ways to use the platform, like how many times a day to post on stories or demonstrate how to use the Snap Maps feature.
“Education is a huge focus right now,” she said. “I always tell creators that with Snap, you can be a big fish in a small pond.”