For better or worse, Snap had a rough ride during its second quarter earnings last month. But creators seem to be where the platform still sees a glimmer of hope.
“We are seeing that more and more Snap Stars are active than ever before,” said Snap’s head of global creator partnerships Quincy Kevan, though she didn’t share specific figures. “And it’s not just mainstream, professional creators. We’re also seeing traditional celebrities like Justin Bieber, Lizzo, Ashley Benson, Lady Gaga coming back to the platform and reactivating their presences on the platform. But also homegrown creators are really starting to thrive on the platform, too.”
Which aligns with what CEO Evan Spiegel reported during the company’s recent earnings call. He highlighted that the platform had “onboarded thousands of creators to our Snap Star program” over the past year — though didn’t share specifics. Adding that Spotlight posts by Snap Stars are growing more than 145% year over year in North America in Q2.
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