Can Snapchat Make a Creator-Led Comeback? – Vogue

When Kylie Jenner teased her King Kylie cosmetics drop earlier this month with a 24-hour exclusive campaign on Snapchat (complete with a nostalgic dog filter), it felt like a full-circle moment. After her early Snaps helped turn the app into a hub for celebrity, influencer and brand content, Jenner’s off-hand 2018 tweet asking, “sooo does anyone else not open Snapchat anymore?” wiped roughly $1.3 billion from the company’s market value in a single day. Does Jenner’s return signal a comeback — not just for her beauty brand, but for Snap Inc itself? Despite its lingering reputation as a teen messenger app, over the past few years Snapchat has been reinventing itself. In June 2025, Snap Inc announced a suite of creator tools: globally available templates that turn saved Snaps (aka Memories) into full-screen video compilations, new “Top Content” and “Total View Time” metrics for public creators, and deeper insights to support paid-content opportunities. These sit alongside the company’s growing monetisation framework, from ad-revenue sharing for creators with more than 50,000 followers and 25 million monthly views, to payouts on Spotlight, its short-form video feature that functions like TikTok’s FYP, rewarding creators whose clips go viral. There’s also the recently launched
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