A new multi-market study from Snapchat, Publicis Media, and Ipsos reveals that nearly half of high-follower-count creators prefer sustained brand relationships while viewing their audience as community members rather than mere followers.

The research, conducted across six markets, including the United States, the United Kingdom, and Saudi Arabia, finds that creators primarily evaluate potential brand collaborations based on quality, alignment with personal values, and supportive partnership dynamics.

Among creators with more than 100,000 followers, 45% specifically seek long-term partnerships that enable deeper audience connections and stronger conversions, according to the study. The research also identifies multiple contact channels brands use to reach creators: 54% report being contacted through social platforms, 45% via direct messaging apps, and 44% via email.

“Long-term partnerships can enable deeper storytelling and stronger audience trust – and allow creators the flexibility to integrate brand messaging in their voice and style,” the report states, suggesting brands should move beyond single campaign activations.

Image credit: Snapchat

Community-Building Emerges as Core Creator Strategy

The study reveals that approximately one-third of creators view their followers as part of a unique inner circle rather than a passive audience. These creators report engaging with followers as they would with friends, fostering environments where audience members actively discuss content, share user-generated material, and participate in one-on-one conversations.

To maintain engagement, creators employ a mix of spontaneous and planned content across platforms. Snapchat in particular emerges as a platform where creators feel comfortable sharing unplanned, daily-life content, with creators 1.3 times more likely to post authentic daily updates on Snapchat compared to other platforms.

Image credit: Snapchat

Platform-Specific Content Approaches

While 80% of creators report a high affinity for their chosen social platforms, they differ in their content strategy approaches. The study finds 42% tailor content specifically to each platform’s unique characteristics, while 49% maintain consistent content across all platforms. The remaining 9% employ flexible posting strategies.

The research was conducted between May and August 2025, surveying 1,120 professional content creators aged 18-49 who use Snapchat and at least one other platform weekly. The study included both quantitative surveys and qualitative interviews across multiple markets.

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