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Snap puts creators ahead of brands

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Revealed a company Snap announced a new venture called the Creator Marketplace, which allows marketers to contact lensmakers to collaborate on ads.

Snapchat gives influencers and augmented reality experts the opportunity to partner with companies on branded content and lenses.

The company launches the new Creator Marketplace later this month, allowing companies to initially partner with a select group of content makers for augmented reality through the end of the year.

The feature should expand to the entire creative community – other than those working in augmented reality – by early 2022.

The company said: Advertisers are able to leverage the expertise of the creators within the Snapchat network to build AR ads without having to pay for extensive creative resources.

Snap’s lens network refers to the AR makers working within the Lens Studio free desktop platform.

Advertisers can search the market by location, language, specialty, lens class, or budget.

According to Snap, the new marketplace gives brands the opportunity to collaborate with creators who know Snapchat generation better in ad campaigns and sponsorships.

“The Creator Marketplace is our first step in building an expansive, productive solution to associate companies with creators,” Snap said.

The company has been focusing for some time on compensating creators in the hope of retaining talent amid fierce competition from Instagram and TikTok.

Snapchat provides ways for lens makers to connect with brands, and the company says it will not take part in any of these transactions.

Notably, the new Creator Marketplace comes after Instagram announces its own set of new influencer money-making tools, including creator stores, affiliate marketing and the branded content market.

Snap revealed that it has created more than 128 original series dedicated to mobile devices, which more than 85 percent of the generation behind the millennials saw in the second half of 2020.

The company has also promoted the growth of another feature focused on content creators, Spotlight, which launched last November and, as of March, has about 125 million visitors.

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