Snapchat hosts first Creators Summit after years of neglect

Snapchat hosts first Creators Summit after years of neglect

Despite pioneering the Stories and creative tools they love, the lack of support saw many drift to YouTube’s ad dollars and Instagram’s bigger audience. “The goal of our first creator summit was to listen and learn from them about how we can continue to strengthen opportunities for them on Snapchat — and continue to empower our community to express themselves and have fun together” Bell told TechCrunch. Creators Cast Aside A week after Snapchat launched Stories in 2013, I asked “Who will be the first Snapchat Stories celebrity?“. There was no promotion to help people discover their accounts. In 2018, we are going to build more distribution and monetization opportunities for these creators” Spiegel admitted. And in February it finally launched analytics for creators, which would help them secure sponsorship deals. The recent redesign moved stars, brands, and other popular people who don’t follow you back out of the friends Stories list and into the Discover section alongside professionally produced editorial content. And if Snap can’t speed up its total user growth, it must find ways to get teens addicted to stars that boost the time they spend in its app. With its user count actually shrinking in March, it needs their dynamic, personal, niche content to keep teens loyal to Snapchat. The whole point of Snapchat was to create a more personal form of social media.

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Social media stars have always been treated like nobodies instead of VIPs on Snapchat. Despite pioneering the Stories and creative tools they love, the lack of support saw many drift to YouTube’s ad dollars and Instagram’s bigger audience. Now Snap CEO Evan Spiegel is finally stepping up to win back their favor and their content.

Last night, Spiegel joined 13 top Snapchat stars ranging from the US to as far as Lebanon for dinner at the company’s first Creators Summit in LA. Flanked by a dozen Snap execs and product managers, Spiegel tried to impress upon the assembled artists, comedians, and storytellers that the company is turning over a new leaf in how it will treat them. Today the creators sat with Snap VP of content Nick Bell to give the company an unfiltered understanding of the tools they need and give input on Snapchat’s product roadmap.

“The goal of our first creator summit was to listen and learn from them about how we can continue to strengthen opportunities for them on Snapchat — and continue to empower our community to express themselves and have fun together” Bell told TechCrunch. “We are grateful to each of them for coming to the table with candid feedback and are excited about the possibilities ahead.” Snapchat confirms to TechCrunch it plans to hold more of these Creator Summits.

Mike Metzler, one of the popular Snappers in attendance, told us “it’s been refreshing. Snap seems very genuinely interested in listening to what we have to say, and committed to making this an important initiative.” But another questioned whether Snapchat was actually going to make changes or was just playing nice.

Creators Cast Aside

A week after Snapchat launched Stories in 2013, I asked “Who will be the first Snapchat Stories celebrity?“. Apparently the young company hadn’t thought that through. It had concentrated entirely on the average American teen to the detriment of power users and the international market.

Snapchat’s jankily engineered app crashed constantly for stars with too many followers. There were no advanced analytics about who was watching them or easy ways to prove their audience to brand sponsors. There was no support from Snapchat if they got hacked or locked out of…

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