Snapchat partnering with brands to run sponsored creator workshops
Snapchat are introducing a new advertising option that allows brands to sponsor their own Creator Education Events. These events or ‘Snap schools’ a term coined by Snapchat are fun and interactive workshops, hosted in-person or via webinar, where creators can learn the latest Snapchat best practices, connect with peers, and deepen their engagement with the Snapchat app. These sessions cover everything from best practices for content creation to tips for building a following and monetizing content. These schools were launched in 2022 and since their inception, Snap schools have been conducted across the world in countries like USA, India, Mexico and a few countries across Europe. These events are not only for creators, but they also cater to a variety of audiences, including talent reps, conference attendees, college students, and brands.
By sponsoring these events, brands can align themselves with emerging talent and gain visibility within the creator community. Especially in a country like Ireland which has 2.3mn of monthly active users out of which 37% fall under 18-24 age group. Another thing that makes Snapchat stand out is that 28% of daily Snapchat users do not use Instagram making them a unique audience that can be reached on this platform. In terms of app usage, Snapchatters open the app more than 40 times a day.
This advertising opportunity has already been tested by cosmetic brand Clinique in February 2025 when they sponsored Snap Schools that had participation of over 75 creators. The event featured a Clinique-branded game show, as well as candle making, networking, and organic integration of Clinique through augmented reality (AR) Lenses and logo placement throughout the venue. The brand later went on to collaborate with a few Snap stars to further promote their business.
Snapchat have announced that there will be 22 Snap Schools this year that would be available for sponsorship and will focus on empowering brands to:
Connect with creators in real life
Extend brand reach through organic content creation on Snapchat and beyond.
This sponsorship opportunity is currently available only for advertisers in US and it will be interesting to see if it’s welcomed by the brands on the other side of the pond as their demand is most likely to impact the idea of expanding this advertising option beyond USA and into the European market.
As the digital landscape continues to evolve, such initiatives highlight the importance of collaboration between platforms, creators, and brands in delivering compelling content to audiences.
Source: SocialMediatoday, 2025
