• by Colin Kirkland , May 2, 2024

In an effort to address content creators' growing interest in a cross-platform strategy, Snapchat has partnered with creator marketing platform CreatorIQ to help brands discover Snap creators, manage partnerships and measure results on the CreatorIQ platform.

According to CreatorIQ, over 80% of creator marketing campaigns are adopting a multi-platform strategy.

CreatorIQ CPO Tim Sovay says the company has seen a 140% year-over-year increase in CreatorIQ campaigns utilizing Snap and hopes that integrating with Snap's new Conversions API (CAPI) will help CreatorIQ customers “diversify their outreach channels effectively.”

The partnership will provide CreatorIQ's 1,200 advertisers -- including Logitech, Unilever, and Ulta Beauty -- with measurement, insight and search tools attached to Snap's audience, which consists of 90% of 13- to-24-year-olds and and 75% of 13- to-34-year-olds in over 25 countries.

Notably, Snap recently reported that its global user base increased by 10% over the past year, with 422 million daily active users.

Its small business advertisers grew 85% year-over-year, which likely translates to a growing need for creator partnerships for in-app campaigns.

CreatorIQ says it helps marketers search Snap by brand mentions and identify lookalike creators, while also providing customizable brand safety and compliance measures that provide as much as three years of historical content per creator for any potential issues.

The creator economy, according to a recent report, is forecast to grow from $14.2 billion in 2024 to $50 billion worldwide by 2028.