Snapchat Builds Up Its Original Programming with Revenue-Sharing Creator Shows and Talent Initiatives



Creator Shows, debuting this summer, will fortify a slate of over 80 original programs for Snapchat.


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Late in 2018, Snapchat vowed to embrace its potential as an entertainment company. A number of announcements in recent days confirm it: they’re angling to be a competitive home for streaming content.

In addition to over eighty shows produced in collaboration with the social platform, the company recently announced Creator Shows, a means by which to “take what celebrities and personalities are already doing in their Stories and give them a new platform.” Filmed and shared in the same short-form, vertical-video orientation that Snapchat remains committed to, these shows will help these platform personalities extend their reach—and, according to Variety, “keep them invested in building their businesses on Snap through monetization.” While the precise amount is as-yet unreported, sources in the know have heard that a 50% revenue share is available to creators participating in the initiative.

Celebrities like Serena Williams, Kevin Hart, and Arnold Schwarzenegger have all signed on to develop and produce shows with the program; while details are light on the former two’s endeavors, we know that Schwarzenegger’s show will be called Rules of Success with Arnold Schwarzenegger and will feature the action star and onetime politician “doling out motivational advice each episode.” Internet stars Maddie Ziegler, Loren Gray, and Rickey Thompson will also be working through the program; Gray’s show will allow the beauty influencer to “weave advice into her beauty tutorials.” Elsewhere, comedian and viral video star Thompson will conduct reviews on everything from camo pants to Flamin’ Hot Cheetos on his show, Trend or End.

Several shows in this new initiative will premiere this summer, alongside four new Snap originals that originated from the company’s inaugural Scripted Comedy Creator Initiative. Through this contest, four new shows were selected for production by the platform from hundreds of submissions: “Apocalypse Goals” from Olivia DeLaurentis and Sydney Heller; Gerald Grissette’s “All Dog$ Get Money”; Ben Waller’s “Relationship Goals”; and a mockumentary inspired by the clickbait-iest corners of the internet, Skyler Fulton’s “The Daily Realness.” After the success of this program, a similar one for animated comedy is currently underway.

Snap has achieved an outstanding return in its pivot toward programming; the platform, which at one point was hemorrhaging users, is up 4 million people in 2019, reaching 90% of all 13-24-year-olds and 75% of all 13-34-year-olds. More to the point, since the introduction of Snap Originals, video watching time on the platform has tripled. And as the creator revenue wars heat up, the introduction of Creator Shows could make them a viable additional option for influencers and celebrities looking to monetize their content.

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