Snapchat is seeking to tap into the ad revenue typically allocated to creators, leveraging its growing creator content which has increased by 40% yearly. Despite its strong Gen Z audience, agency execs remain skeptical about substantial ad dollars shifting from TikTok rivals. At a recent conference, Snap emphasized the effectiveness of its diverse ad formats and creator partnerships. Additionally, Snap has shifted its focus on users over 18, many of whom also engage with TikTok, hoping to persuade marketers to invest amid TikTok's uncertain status in the U.S.
"We really invested a lot ... to leverage our naturally occurring content on the platform to find success as a brand," Roberts said last week.
Snap's ad sales team has been recently pitching to marketers about this overlapping daily and monthly audience in the U.S. as a way to attract TikTok investments.
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