David Bridges
Snapchat is launching an innovative advertisement feature that allows brands to sponsor its own creator education events, opening new avenues for engagement.
This initiative may seem unconventional at first, but it presents a valuable opportunity for brands seeking to discover new content partners and expand their visibility within the app.
The latest feature enables brands to take part in sponsoring “Snap Schools,” which are educational workshops designed specifically for Snap creators to enhance their skills and knowledge.
According to Snapchat’s official explanation:
“Snap Schools are engaging and interactive workshops, conducted either in person or via webinars, where creators can acquire the latest Snapchat best practices, network with peers, and enhance their overall engagement with the Snapchat platform. Since their inception in 2022, we have successfully hosted over 50 Snap Schools in various locations, including the US, MENA, Europe, India, and Mexico. We also customize sessions for diverse audiences, encompassing talent representatives, conference participants, college students, and brands.”
While the term “Schools” might be slightly misleading, these events are more akin to “Snap Classes” or “Snap Workshops.” The terminology could lead one to assume that Snap is targeting school-aged children or collaborating with educational institutions, which is not the case.
In this context, “Schools” refers to workshops primarily designed for creators eager to maximize their potential within the app.
Now, brands have the opportunity to sponsor these transformative learning experiences.
But how does this sponsorship model actually function in practice?
Snapchat has already piloted this initiative with Clinique, where the well-known beauty brand sponsored two Snap School events to great effect.
“In February, over 75 creators took part in a Clinique-branded game show, where they learned about Clinique’s dermatologist-guided skincare approach, alongside activities such as candle making and valuable networking opportunities. Clinique was seamlessly integrated throughout the event, featuring augmented reality (AR) Clinique Lenses in Snapchat AR mirrors, the Clinique game show, and prominent logo placements throughout the event venue.”
In this scenario, the event primarily focuses on educating Snap creators about how to incorporate the brand’s products into their content effectively. This represents a reimagining of the “schools” concept, creating more opportunities for brands to connect with creators for future promotional collaborations, rather than merely serving as an educational platform for Snap’s tools and functionalities.
Snapchat has announced plans to conduct 22 Snap School events throughout this year, each featuring a unique brand-sponsored component.
“This initiative will provide brands with a cost-effective, experiential marketing opportunity that allows them to engage directly with creators, placing their products in the hands of potential influencers while broadening their brand’s reach through authentic content creation on Snapchat and beyond.”
This approach could unlock new monetization avenues for creators, while simultaneously integrating a branded content sponsorship opportunity with Snap.
It presents a high-end option that may attract well-known brands seeking to establish more robust branded content partnerships. However, for smaller brands, the investment may not yield sufficient returns, making this offering less appealing to a wider range of advertising partners.
Despite this, it could provide additional considerations that might drive more effective and resonant promotions within the app.
You can discover further information about Snap’s “Schools” sponsorship promotions by visiting this link.
Tessa Everly
Troy Sanders
