Expanding its push into the creator economy, Snapchat has announced its first-ever awards show, “The Snappys,” scheduled for March 21. The event aims to celebrate “the creators shaping culture on Snapchat.”
The awards will recognise talent across multiple categories, including “Spotlight MVP,” “Best Storyteller,” and “Breakout Creator of the Year.” Additional honours will cover fashion, beauty, sports, music, food, and games. Categories for collaboration, comedy, and cultural impact are also part of the lineup.
“Together, these honors reflect the many ways creators spark conversations, build community, and define culture on Snapchat,” the company wrote in a blog post. “The Snappys reinforces Snapchat’s ongoing commitment to celebrating creators not just as users, but as artists, entertainers, and cultural leaders.”
Snapchat joins other major platforms that have launched similar initiatives. Instagram, owned by Meta, introduced its “Ring” award last October to recognise creators globally. The 25 winners received a custom-designed physical ring by English fashion designer Grace Wales Bonner, along with a digital golden ring displayed on their Instagram profiles.
In November, TikTok held its first-ever TikTok Awards show in the US. The platform presented titles such as “Creator of the Year,” “Video of the Year,” “Muse of the Year,” and “Breakthrough Artist of the Year.” TikTok has previously hosted awards events in countries including Germany, Mexico, and Korea.
Unlike Instagram’s digital announcement format, Snapchat’s awards will follow a traditional live-event structure. Winners will be revealed during the ceremony, which will bring together creators, industry leaders, and special guests. Music personality DJ Khaled will receive Snapchat’s “Lifetime Achievement Award.”
The event will be hosted by comedian and creator Matt Friend and will take place at Snap’s Santa Monica headquarters. The company said further details, including nominee lists, will be shared in the coming weeks.
By introducing a formal awards show, Snapchat and its competitors are positioning themselves as entertainment platforms that extend beyond social networking.
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