Amid TikTok’s Turmoil, Could Snapchat Be The New Home For Diverse Creators?

While TikTok fights a potential US ban in court, Snapchat is seizing the opportunity to attract creators.

Here’s what Snap’s feature announcements and new partnership with Issa Rae’s company, Ensemble, could mean for creators from underrepresented backgrounds.

Snap Partners With Issa Rae

Snap has ramped up efforts to make Snapchat the go-to platform for creators. During its NewFronts presentation in May, Snap announced a collaboration with Issa Rae’s new company, Ensemble.

This partnership aims to expand Snap’s 523 Program, which provides creators from underrepresented backgrounds with $10,000 per month, 1:1 mentoring, education, and marketing support.

Snap and Ensemble will work together to guide creators, helping them grow their voices on Snapchat.

“Ensemble shares our mission to amplify the stories of creators from underrepresented communities,” Snap said in a statement. “Together, we’ll empower this year’s 523 class of storytellers while providing brands with opportunities to collaborate directly with them.”

Snapchat’s Growing Focus on Creators

At the Snap Partner Summit on Tuesday, Snap announced new features aimed at enhancing user experiences, from fifth-generation augmented reality glasses to simplified profile designs and ease-of-use updates.

Creator-driven content is now a major focus, with Snap making it easier for creators to connect with audiences and brands.

Brooke Berry, head of Snap’s creator development, told Business Insider that the number of creators posting publicly on the platform has more than tripled in the past year. “There’s a home for everyone on here,” Berry said.

New initiatives under its Snap Star Collab Studio will allow brand partners to collaborate directly with Snap Stars. Creators in this invite-only program can now choose what engagement and demographic data they want to share with companies they want to work with.

While Snap doesn’t yet rival YouTube, which has paid out $70 billion to creators in the past three years, it is emerging as a viable option for creators seeking both visibility and financial opportunities.

As Berry noted, “Creators go deeper on Snapchat.” For many Black creators, the platform may offer the stability and support needed to grow their careers in a shifting social media landscape.

Image credits: Brooke Berry and Jabari Jacobs