Snapchat Launches New Cameo Ad Partnership and New Snap Originals
Snap recently announced a new collaboration with celebrity video creation platform Cameo as part of its NewFronts presentation, allowing Snap advertisers to hire Cameo users to make short video ads for their Snap marketing initiatives.
The 'Snap x Cameo Advertiser Program' basically streamlines celebrity endorsements, with advertisers now able to easily engage Cameo's 45,000 celebs for their adverts.
Celebrity endorsements have a significantly higher possibility of becoming popular, and finding the appropriate individual to partner with for your brand might instantly boost your marketing efforts.
It won't always be a sure thing, and celebrities will have the right to decline any offer. However, the right star along with the right message could become highly influential, and the choice will surely pique people's interest.
Cameo made $125 million in income last year, demonstrating the format's appeal, while Snapchat currently has 332 million daily active users, surpassing Twitter, Reddit, and Pinterest.
The Snap x Cameo ad partnership debuts this week with initial partners in the United States, and it appears to be a promising alternative.
Snap is also introducing a new 'Snap Promote' option, which will allow content partners to promote their Discover programs and other material in the Stories page's For You feed.
While the primary goal is to assist publishers to grow their audiences on the app, all Snap ad users can still benefit from the said collaboration as ad partners can also sponsor or advertise shows on Discover.
Snap has also revealed several new and returning Discover shows, such as a new season of TikTok stars Charli and Dixie D'Amelio's 'Charli versus Dixie,' along with a new show with Olympic legend Simone Biles.
Snap's original shows remain to be a hit, with Snap announcing that overall daily time spent by Snapchatters on Discover watching Shows and publisher content climbed 25% year over year in Q1 2022.
In 2021, Snap reports that more than 80% of the US Gen Z population saw a Snap Original. That may sound like a lot, but Snap's short, serial Discover content has been a smash with younger audiences, appealing to modern watching habits and correlating with developing media consumption practices.
The additional programs will bolster its Discover offering, while the collaboration with Cameo offers enormous potential for the app and its advertising partners. With the advantages it's offering, it's worth looking into as you build your marketing strategy.