Advertisers on Snapchat should be thrilled at this news. Today, as part of its NewFronts presentation, Snapchat has unveiled a new partnership with celebrity video creation platform Cameo. This would enable Snap advertisers to pay Cameo members to create short video ads to bolster their Snap marketing. A prime-sounding deal indeed.
Celebrity Status
As a promotional clip, Snap previewed Mean Girls star Lindsay Lohan talking up Velveeta on its platform. Though not as coveted as before, that’s still Lindsay Lohan. Affectionately called the ‘Snap X Cameo Advertiser Program’, the process essentially simplifies celebrity endorsements, with advertisers now able to directly pitch Cameo’s 45,000-something celebrities for their ads.
This could be huge. As statistics have shown over the years, celebrity endorsements significantly have a higher chance of going viral; partnering with the right person for your brand could cause your marketing efforts to shoot through the clouds overnight. It won’t win every time and celebrities do have the option to turn down your proposals, but again, the main driver here is the idea of getting the ideal star to go with your messaging. What would matter wouldn’t be that you got a celebrity to endorse your offer, but that you’re able to showcase the perfect sync; seamlessly blending the attractional power of actors/actresses and your marketing.
For context, Cameo made around $125 million in revenue last year, underlining the format’s popularity. Likewise, Snapchat is now up to 332 million daily active users, pushing it well ahead of Twitter, Reddit, and Pinterest. It sounds like a goldmine deal. The Snap x Cameo ad program launches this week with initial partners in the US.
To add, Snap is also launching a new ‘Snap Promote’ option, which would enable content partners to promote their Discover shows and other content within the For You Feed on the Stories page. Ad partners can also sponsor shows or advertise within Discover. While the main focus here is to help publishers build their audiences in the app, it also has some flow-on benefits for all users who use Snap ads.
As if that wasn’t enough, Snapchat has also announced a number of new and returning Discover shows, including a new season of ‘Charli vs Dixie’ starring none other than TikTok star siblings Charli and Dixie D’Amelio. Olympic legend Simon Biles also stars in a new series. Snap’s original programming continues to be a winner for the app, with the platform reporting that the overall daily time spent by users watching shows and publisher content on Discover increased 25% YoY in Q1 of 2022.
The Wrap
Snap claims that over 80% of the Gen Z population watched a Snap Original in 2021. Though this seems a lot (which it is), it also highlights the alignment of Discover’s primarily short-form content with younger audiences, catering to modern habits and aligning with emerging media consumption behaviors.
The new programs will further reinforce Snap’s Discover offering, while the Cameo partnership shows much promise for the app’s future developments, as well as its ad partners.
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