Snapchat partners with Cameo to streamline ad offerings for brand creators

Diving brief:

  • Snap Inc. unveiled a partnership with video app Cameo as part of its presentation at the Interactive Advertising Bureau’s NewFronts on Tuesday.
  • The Snap x Cameo Advertiser program was developed with Cameo for Business and gives Snapchat advertisers access to the platform’s talent pool of over 45,000 personalities, who will create personalized short video ads to run on the media app. social. The service is expected to become widely available to Snap partners in the coming months.
  • Mattress Firm, Molson Coors and Kraft are among the marketers who beta tested the program this spring. With this deal – the first of its kind for Cameo – Snap is able to expand its footprint in a creator economy that is playing an increasing role in consumer attention.

Overview of the dive:

Snap made a lot of announcements on the deck of NewFronts, but the tie-up with Cameo was the biggest on the brand side. Cameo has seen its star rise in recent years through a content model where people pay celebrities and influencers of varying backgrounds and levels of fame to play personalized video posts. After the pandemic shuttered many productions and livestream venues, more creators flocked to the signing platform, with some earning massive paydays.

Introducing the new program to advertisers and media buyers, Snap and Cameo positioned the partnership as a way to reduce friction when collaborating with talent. Landing ambassador deals for ad campaigns can be a costly and time-consuming process. The Snap x Cameo Advertiser program aims to provide marketers with an easier way to connect with tens of thousands of creators and deploy them for short video campaigns on Snapchat. Snapchat now reaches over 600 million monthly active users, as well as 332 million daily active users.

Some of the beta brands testing the Cameo program have seen positive results. Mattress Firm leveraged the offer for its new “Junk Sleep” campaign, working with Cameo creators including Erin Andrews, Mario Cantone and Kerri Walsh Jennings. The effort resulted in an 8-point increase in category awareness, according to Snap. A portion of distribution via Snap Ads also saw three times the video view rate of the retail category average.

The news shows that Snap is trying to build its presence in the creator economy, an increasingly competitive front for social media apps that rely on creators to keep their communities engaged. Last year, the company launched a Creator Marketplace that helps brands better connect with talent on the app. For Cameo, the deal is another indication that the service is placing more of its growth bets on advertising.

Snap at the NewFronts also showcased a Snap Promote solution that helps partners set up paid promotions to complement organic content running on For You and Stories pages. The feature is integrated into Snap’s Ads Manager. Snap Promote was beta tested by the NFL and saw seven times more users subscribe to its profile.

Snap revealed on Tuesday that it has extended its content pacts with the NFL, NBA and WBNA. The NFL and NBA will work with Snapchat for the first time this year on Spotlight Challenges. Spotlight is an abbreviated video portal that shares many similarities with TikTok.

The growing emphasis on creators and short-form video comes as Snap’s larger ad business encounters headwinds. Like other social media apps, the company was upset by privacy changes implemented by Apple that made it harder to track and measure mobile campaigns. At the macroeconomic level, demand was impacted by the war in Ukraine, a disorderly supply chain and rising inflation. Snap saw revenue rise 38% year over year to $1.06 billion in the first quarter, missing Wall Street targets.

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