Snapchat announces 'The Snappys,' its first-ever creator awards show | TechCrunch

TechCrunch

by Aisha Malik

February 25, 2026

AI-Generated Deep Dive Summary

Snapchat has joined the ranks of major social media platforms by launching its first-ever creator awards show, *The Snappys*, set to take place on March 21. This event aims to celebrate creators who have shaped culture on the platform, with categories ranging from "Spotlight MVP" and "Best Storyteller" to industry-specific honors in fashion, sports, music, and more. The move underscores Snapchat's commitment to recognizing creators as key cultural figures, not just users. The announcement follows similar efforts by Instagram and TikTok, which have also introduced awards programs to honor their top creators. While Instagram’s “Ring” award focused on global recognition with custom-designed physical rings, TikTok opted for a traditional awards show format, complete with live presentations of category-specific awards. Snapchat’s approach aligns closely with TikTok’s model, featuring a live event where winners will be revealed in front of an audience of creators, industry leaders, and special guests like DJ Khaled, who will receive the "Lifetime Achievement Award." By launching *The Snappys*, Snapchat is positioning itself as a serious contender in the entertainment industry. The awards not only highlight the platform’s growing influence but also reflect its strategy to attract top talent and strengthen its role as a hub for creative content. This shift signals a broader trend among social media giants to transition from mere platforms to full-fledged entertainment powerhouses, competing with traditional media outlets. For tech-savvy readers, this development matters because it highlights the evolving landscape of digital content creation and consumption. As platforms like Snapchat invest in creator recognition programs, they are reshaping how audiences engage with content and who gets recognized as cultural influencers. This trend not only elevates creators but also underscores the growing influence of social media in shaping entertainment and culture on a global scale.

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Originally published on TechCrunch on 2/25/2026