Brands can now get involved in educating new creators on Snapchat. Snapchat has announced that brands can now sponsor its ‘Snap School’ events.
In 2022, Snapchat launched Snap School. Snap School is a series of workshops aiming to “empower creators with the knowledge and tools they need to thrive on Snapchat.” This can include tips for what content works best on Snapchat, how to maximise audience engagement, and how to build a business and following from scratch.
In a blog post, Snapchat says that it has already hosted over 50 Snap School workshops. These workshops took place in the US, MENA, Europe, India, and Mexico. But the platform isn’t stopping there.
Snapchat also announced that it opened up 22 sponsorship slots for brands to lead their own tailored creator workshops.
Case Study: Clinique
Snapchat tested this new sponsorship style in July 2024 and February 2025, by having Clinique sponsor two Snap School events.
During the February event, Snapchat creators participated in a Clinique-themed game show, networked, and did candle-making. The event also featured the “organic integration of Clinique” through augmented reality tools and logos placed throughout the event. The event was attended by 75 people.
Creators like Joseph Arujo, Zaina, The Odditty, Shannon Baker, and Ydelays managed to cinch their own brand deals from Clinique during the event. So, creators don’t just get knowledge out of these events — they get business opportunities, too.
Jim Shepherd, Director of Content & Global Creator Partnerships, Snap Inc. said: “We are thrilled to offer advertisers the opportunity to connect with our vibrant creator community through Snap School sponsorships. This initiative not only provides brands with unique engagement opportunities but also empowers creators with valuable resources and support to thrive on Snapchat.”
