Snapchat Introduces Brand Sponsorships for Creator Education Events

Snapchat is expanding its monetization options with a new offering that allows brands to sponsor its creator education sessions, known as “Snap Schools”. While the term may suggest a link to academic institutions, these “schools” are in fact interactive workshops designed to teach creators best practices on the platform, build community, and promote deeper app engagement.

Since the program’s launch in 2022, Snap has hosted over 50 Snap Schools across markets including the U.S., Europe, India, and MENA. These sessions vary in format—ranging from webinars to in-person gatherings—and are tailored to a wide range of participants, including talent agents, college students, and now, increasingly, brands.

The new sponsorship model was piloted with Clinique earlier this year. The beauty brand partnered with Snap to co-host a Snap School event that blended education with immersive brand experiences. More than 75 creators attended a Clinique-branded game show focused on skincare knowledge, alongside activities like candle-making and networking. Brand presence extended to Snapchat AR experiences and on-site branding, providing direct product exposure to creators.

Snap plans to host 22 such events in 2025, each incorporating a brand partner. According to the company, this offers brands a cost-effective way to engage with creators in real life while encouraging organic branded content creation.

The initiative reflects a broader trend toward experiential marketing and deeper brand-creator collaborations. While the format may be better suited to larger advertisers with the resources to invest in these events, it offers a new avenue for influencer-driven promotion within Snapchat’s ecosystem. For creators, it presents a fresh opportunity to build brand relationships and access monetization pathways beyond traditional ad formats.