Snapchat announces its first creator awards show, The Snappys

Snapchat announced on Wednesday that it is hosting its first-ever awards show, called “The Snappys,” on March 21. According to the company, the event is designed to celebrate the creators who shape culture on the platform. Creators will receive awards across various categories, including “Spotlight MVP,” “Best Storyteller,” and “Breakout Creator of the Year”—which are specific award categories on the platform—alongside categories spanning fashion, beauty, sports, music, food, and games. Additional categories will include collaboration, comedy, and cultural impact. The company wrote in a blog post that these honors reflect the many ways creators spark conversations, build community, and define culture on Snapchat. “The Snappys reinforces Snapchat’s ongoing commitment to celebrating creators not just as users, but as artists, entertainers, and cultural leaders,” the company stated.

The launch of The Snappys follows similar initiatives by competitor platforms that have introduced creator awards to solidify their presence in the entertainment industry. Last October, Meta-owned Instagram introduced a “Ring” award to recognize creators around the world. Instagram announced 25 winners online, with each recipient receiving a physical custom ring designed by English fashion designer Grace Wales Bonner, alongside a digital golden ring on their Instagram profile.

In November, TikTok launched its first-ever TikTok Awards show in the U.S. Like Snapchat, these platforms hand out category-specific awards. For TikTok, these have included “Creator of the Year,” “Video of the Year,” “Muse of the Year,” and “Breakthrough Artist of the Year.” TikTok has also hosted awards shows in other countries, including Germany, Mexico, and Korea.

Snapchat’s awards are more in line with TikTok’s format, as the company will host a traditional awards show where the winners will be revealed live at the event. The Snappys will be hosted by comedian and creator Matt Friend at Snap’s Santa Monica headquarters. The company says the show will bring together creators, industry leaders, and special guests. Among the special guests is DJ Khaled, who will receive Snapchat’s “Lifetime Achievement Award.” Snapchat plans to release more details, including lists of nominees, in the coming weeks.

Why it matters

By launching dedicated awards shows, Snapchat and its rivals are positioning themselves as more than just social media apps. These initiatives represent a strategic push to establish the platforms as notable players in the broader entertainment industry.