Snapchat, which has been notoriously slow to warm to the digital creator community, has launched a new initiative dubbed Storytellers.
The program will facilitate collaborations between five of its top creators (at launch) and major advertisers — and won’t take a cut of any resulting deals, Techcrunch reports. Participants include Mplatco, Cyrene Q, Shonduras, Geeohsnap, and Georgio Copter. They will appear in — or provide creative direction for — ads within Snapchat’s Stories and Discover sections. Snap stands to benefit from the initiative by helping to educate brands on honing effective vertical video ads — which is no easy feat, as partly evidenced by the company’s decision to experiment with unskippable spots.
Each creator-advertiser deal is a one-off, however, and won’t lock creators into long-term relationships. Techcrunch pegs potential creator earnings at tens of thousands of dollars per ad.
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Storytellers was actually the brainchild of Shonduras, according to Techcrunch, who suggested the initiative at Snapchat’s first-ever Creator Summit in May. It remains to be seen whether Snap will roll out Storytellers to a wider set of influencers.
