Snapchat unveils ‘The Snappys,’ its inaugural creator awards show

Snapchat said on Wednesday that it will host its first-ever awards show on March 21. The company notes that the new event — titled “The Snappys” — is meant to spotlight and celebrate “the creators shaping culture on Snapchat.”

According to Snapchat, creators will be recognized with awards such as “Spotlight MVP,” “Best Storyteller,” and “Breakout Creator of the Year,” along with a range of category honours spanning fashion, beauty, sports, music, food, games, and more. The platform also plans to include additional award categories, such as collaboration, comedy, and cultural impact.

“Together, these honours reflect the many ways creators spark conversations, build community, and define culture on Snapchat,” the company said in a blog post. “The Snappys reinforces Snapchat’s ongoing commitment to celebrating creators not just as users, but as artists, entertainers, and cultural leaders.”

Snapchat is also the latest major social platform to introduce awards aimed at creators. Meta-owned Instagram rolled out a new “Ring” award last October torecognisee creators around the world. Instagram revealed 25 winners online, with each recipient getting a physical custom ring designed by English fashion designer Grace Wales Bonner, as well as a digital golden ring that appears around their Instagram profile.

TikTok, meanwhile, launched its first-ever TikTok Awards show in the U.S. in November. Similar to Snapchat, TikTok presented category-focused honours such as “Creator of the Year,” “Video of the Year,” “Muse of the Year,” “Breakthrough Artist of the Year,” and more. It’s also worth noting that TikTok has previously hosted awards shows in other countries, including Germany, Mexico, and Korea.

Snapchat’s approach appears closer to TikTok’s model, as it will stage a traditional, in-person awards show where winners will be announced live during the event. The company says the show will bring together “creators, industry leaders, and special guests.” One of those “special guests” will be DJ Khaled, who is set to receive Snapchat’s “Lifetime Achievement Award.”

By rolling out creator awards, Snapchat and its competitors are increasingly positioning themselves as more than just social apps — and more like entertainment players with cultural influence and industry visibility.

“The Snappys” will be hosted by comedian and creator Matt Friend and will be held at Snap’s headquarters in Santa Monica. Snapchat added that more information, including nominee lists, will be shared in the coming weeks.