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Snapchat Targets Former TikTok Users with New Campaign

Snapchat has launched a campaign aimed at drawing TikTok users and creators to its platform as TikTok faces a potential ban in the United States. The “Find Your Favorites on Snapchat” campaign highlights Snap stars and the creative content available on the app, positioning Snapchat as a welcoming alternative for TikTok creators and audiences.

The campaign, rolling out across U.S. digital platforms, emphasizes Snapchat’s support for creators. The company reports a 50% year-over-year increase in creators posting content, with total viewing time up by 25% in Q3 2024. Snapchat’s Spotlight feature reached over 500 million monthly active users during the same period.

Snapchat also points to its revamped monetization program, which combines its Spotlight and Stories revenue models, offering streamlined earning opportunities for creators. Additionally, the Snap Star Collab Studio helps facilitate brand partnerships, providing further pathways for creators to monetize their content on the platform.

The campaign comes at a critical moment as TikTok faces increasing legal challenges in the U.S., with a Supreme Court decision on the platform’s appeal against a sell-off bill expected soon. If TikTok is banned, Snapchat aims to position itself as a prime destination for creators seeking new platforms, leveraging its recent growth and creator-focused tools.

Snapchat’s timing also coincides with Meta’s ongoing scrutiny over content moderation policies, potentially making Snap a more appealing choice for creators and users alike. While TikTok’s fate remains uncertain, Snapchat’s proactive strategy could allow it to capitalize on a potential migration of users, especially since it’s one of the more widely-known platforms that provides the tools to make similar short-form content.

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