Why one exec thinks creators is a real key to Snap flourishing

"We are seeing that more and more Snap Stars are active than ever before,"

"And it's not just mainstream, professional creators. We're also seeing traditional celebrities like Justin Bieber, Lizzo, Ashley Benson, Lady Gaga coming back to the platform and reactivating their presences on the platform. But also homegrown creators are really starting to thrive on the platform, too."

"onboarded thousands of creators to our Snap Star program"

"Our long-term vision is to build a platform where anyone can show up as their real self and build a meaningful community that ultimately can be a monetizable presence, so they can build their business on Snapchat too,"

Snap experienced a rough second-quarter earnings period, but creator activity provides a key source of renewed momentum. More Snap Stars are active than ever, with returning traditional celebrities and growing homegrown creators. The Snap Star program onboarded thousands of creators over the past year, and Spotlight posts by Snap Stars grew more than 145% year-over-year in North America in Q2. Snap aims to enable creators to present their real selves, build meaningful communities, and monetize their presence to build businesses on Snapchat. The company faces fierce competition from TikTok, Instagram, and YouTube, and treats Snapchat as complementary to other platforms.

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