Snapchat this month announced the new class of creators and brand partners for its 2024 523 program, a creator accelerator initiative designed to support and spotlight small, minority-owned companies and creatives. The program, which was originally launched in 2021, aims to address the disparity in access and resources faced by underrepresented creators in the digital content space.
According to Snapchat's announcement, the 2024 iteration of the 523 program will support 15 diverse creators over a 12-month period. This support includes funding, resources, one-on-one mentorship, partner education, exposure and marketing opportunities, and community engagement. The program's expansion reflects Snapchat's commitment to fostering diversity and inclusion in the creator economy.
The 523 program, named after Snap Inc.'s original office address, has evolved since its inception. This year's program has broadened its scope to include all underrepresented communities, including the LGBTQ+ community. This expansion aligns with Snapchat's efforts to create a more inclusive platform and reflects the growing awareness of the need for diverse voices in digital media.
In a significant development, Snapchat has partnered with Ensemble, a branded entertainment company co-founded by award-winning actress, writer, and producer Issa Rae. This collaboration aims to empower the 2024 class of storytellers while providing brands with opportunities to work directly with these creators. The partnership with Ensemble brings additional industry expertise and networking opportunities to the program participants.
The 2024 523 program has also secured partnerships with major brands. Clinique, a well-known skincare and cosmetics company, will collaborate with creators to reestablish its dermatological expertise and engage Gen Z and multicultural audiences through content focused on science-backed skincare solutions. Additionally, AT&T has joined as an inaugural sponsor, using the program to raise awareness for its AT&T Rising Future Makers initiative, which connects HBCU (Historically Black Colleges and Universities) students and recent graduates with career opportunities.
The diverse group of creators selected for the 2024 523 program represents a wide range of content niches and backgrounds. From comedy and lifestyle content creators like LaLa Milan to avant-garde makeup artists like Cindy Chen, the class showcases the breadth of talent within underrepresented communities. The program includes creators focusing on mental health advocacy, fashion, sports, Indigenous culture, cooking, and more.
One of the selected creators, Joseph Arujo, is a 20-year-old Latinx author and mental health activist based in Los Angeles. His inclusion in the program highlights Snapchat's recognition of the importance of mental health content, especially for younger audiences. Another creator, Shannon Baker, is an Indigenous creative who has built a significant digital platform with a combined audience of 1.5 million engaged fans across various social media channels. Her participation underscores the program's commitment to amplifying Indigenous voices in the digital space.
The program also includes creators like Tor'i Brooks, a former professional athlete who has transitioned into media and entertainment, and Sofi Ibrahim, a Nigerian-American immigrant with a Master's degree in Conflict Analysis and Peacebuilding. These selections demonstrate the program's emphasis on creators who bring unique perspectives and expertise to their content.
The diversity of the creator class extends to their content formats and styles. For instance, Emmanuel Duverneau is a self-taught cook who aims to make cooking fun and accessible, while David Bullock focuses on lifestyle content that spans travel, fashion, watches, and financial literacy. This variety ensures that the program caters to a wide range of interests and audience demographics.
The 523 program's structure provides creators with multiple avenues for growth and development. The one-on-one mentorship component pairs creators with industry professionals who can offer guidance on content strategy, brand partnerships, and business development. The partner education aspect of the program aims to equip creators with the knowledge and skills necessary to navigate the complex world of digital content creation and monetization.
Exposure and marketing support from Snapchat will help these creators expand their reach on the platform. This could include featured placement on Snapchat's Discover feed, which showcases curated content from publishers and creators. The community engagement aspect of the program is designed to help creators build and nurture their audiences, fostering a sense of connection and loyalty among their followers.
The expansion of the 523 program comes at a time when the creator economy is experiencing significant growth and transformation. According to a report by SignalFire, more than 50 million people worldwide consider themselves creators, with the creator economy valued at over $100 billion. However, studies have shown that underrepresented creators often face challenges in accessing opportunities and resources, making programs like 523 crucial for leveling the playing field.
Snapchat's investment in diverse creators through the 523 program aligns with broader industry trends towards more inclusive content ecosystems. Other major platforms, such as YouTube and TikTok, have launched similar initiatives to support underrepresented creators, reflecting a growing recognition of the value of diverse voices in digital media.
The collaboration with brands like Clinique and AT&T as part of the 523 program also highlights the increasing importance of authentic, creator-driven content in marketing strategies. As traditional advertising becomes less effective with younger audiences, brands are turning to partnerships with diverse creators to connect with consumers in more meaningful ways.
As the 2024 523 program kicks off, it will be interesting to observe how these creators leverage the opportunities provided by Snapchat and its partners. The success of this program could serve as a model for other platforms and companies looking to support underrepresented talent in the digital space.
In conclusion, Snapchat's 2024 523 program represents a significant investment in diverse creative talent. By providing resources, mentorship, and brand partnerships to underrepresented creators, Snapchat is not only enriching its own content ecosystem but also contributing to a more inclusive digital media landscape. As these 15 creators embark on their 12-month journey with the program, their success could pave the way for more diverse voices to find success in the competitive world of digital content creation.
Key facts about Snapchat's 2024 523 program
Announced on July 25, 2024
Supports 15 diverse creators over a 12-month period
Expanded to include all underrepresented communities, including LGBTQ+
Partnered with Issa Rae's company Ensemble for additional support
Secured brand partnerships with Clinique and AT&T
Provides funding, mentorship, education, and marketing support
Creators represent various content niches including comedy, lifestyle, mental health, fashion, and cooking
Aims to address disparities in access and resources for minority-owned companies and creatives
Part of a broader trend in the creator economy towards supporting diverse voices
Aligns with Snapchat's efforts to create a more inclusive content platform