Snapchat will host its first-ever awards show on March 21 as it doubles down on its creator ecosystem. The company calls the event “The Snappys” and says it wants to celebrate the creators who shape culture on the platform.
Snapchat will hand out awards such as Spotlight MVP, Best Storyteller, and Breakout Creator of the Year. It will also recognize talent across fashion, beauty, sports, music, food, and gaming, along with categories for collaboration, comedy, and cultural impact. According to the company, these awards highlight the many ways creators drive conversations, build communities, and influence culture on Snapchat. With The Snappys, Snapchat wants to show that it sees creators not just as users, but as artists, entertainers, and cultural leaders.
Snapchat joins a growing list of social platforms that now spotlight creators through formal awards. Instagram introduced its “Ring” award last October to honor standout creators globally. The platform named 25 winners online and presented each with a custom ring designed by English fashion designer Grace Wales Bonner, along with a digital golden ring displayed on their profiles.
TikTok also stepped into the space in November when it launched its first TikTok Awards show in the United States. The company presented titles such as Creator of the Year, Video of the Year, Muse of the Year, and Breakthrough Artist of the Year. TikTok has already organized similar events in countries including Germany, Mexico, and Korea, signaling how seriously it takes the creator economy.
Snapchat plans to follow a more traditional awards format, similar to TikTok’s approach. The company will reveal winners live during the event and bring together creators, industry leaders, and special guests. DJ Khaled will attend as one of those guests and will receive Snapchat’s Lifetime Achievement Award.
With The Snappys, Snapchat positions itself as more than just a messaging app. Like its competitors, it wants a stronger foothold in the entertainment industry and hopes to deepen loyalty among creators who fuel engagement on the platform.
Comedian and creator Matt Friend will host the show at Snap’s headquarters in Santa Monica. Snapchat says it will share more details, including the full list of nominees, in the coming weeks.
