Snapchat’s Quest for Olympic Gold Counts on Creators
variety.comAndrew Wallenstein President and Chief Media Analyst While Snapchat is not a newbie at the Summer Games, the social brand is making its presence felt in a distinctly different way in Paris this year than at Olympics past.
Jim Shepherd, director of content and global creator partnerships at Snap, details his company’s efforts on the latest episode of the Variety podcast “Strictly Business” to partner with NBCUniversal, advertisers and top influencers like Livvy Dunne and Kai Cenat on the ground in Paris to cover the Olympics with greater access than it ever has before.
He also shares insights on Snapchat’s place in the booming creator economy and how the platform distinguishes itself in a crowded social category. “For the first time, these creators that are going are making some content and then NBC can actually use that creator content to turn it into advertisements to actually promote their broadcast,” said Shepherd. “This is a real example about how we’ve taken many pieces of our content ecosystem that’s been revenue-generating for partners for years now, putting it together in a way that advertisers love.” Shepherd discusses the evolution of Snap Stories’ revenue-sharing program and how it has helped welcome interest from creators who certainly have their choice of rival social networks with which to work.
But Snap isn’t looking for exclusive relationships insomuch as they are for creators to put their own unique creative stamp on the platform as they have through longer narrative-driven stories redolent with authenticity and spontaneity.
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