Snapchat Looks to Scoop up TikTok Users With New Campaign

With TikTok close to being removed from the U.S., Snapchat has launched a new campaign to highlight its creators, and how people can find creative, original talent in its app.

Snap’s “Find Your Favorites on Snapchat” campaign, which is being launched across digital channels in the U.S., will feature a range of Snap stars talking about the content that they create, and how you can find them in the app.

Yeah, it’s a pretty blatant appeal to migrating TikTok users and creators.

As per Snapchat:

“We offer all kinds of ways for our creators to find success on Snapchat. Our efforts to support creators have contributed to the number of creators posting content growing approximately 50% year-over-year in Q3 2024. We have reported that total time spent viewing content on Snapchat is up 25% year-over-year, and Spotlight reached more than 500 million monthly active users on average in Q3 2024.”

Snap further highlights its recently updated creator monetization program, which now merges its Spotlight and Stories monetization programs into one stream. It also has its Snap Star Collab Studio to facilitate creator/brand partnerships, as well as pathways for specific creators to make money via the app.

So why not choose Snap? Why go to IG when you can just come over to the good place instead?

That’s pretty much the gist of the campaign, with Snap looking to bolster its audience on the back of TikTok’s unfortunate removal from the region.

If, of course, that happens. Options are still being explored to keep TikTok active for U.S. users. But its avenues are limited, and with the Supreme Court likely to reject its appeal against the sell-off bill any day, it does seem like TikTok will be shut down in the U.S. early next week.

And maybe, Snap can be the beneficiary of that, especially given the more recent backlash against Meta for its about-face on content moderation.

As such, this could be a smart, timely push from Snap.