Decoding the Creator Mindset: What Creators Expect from Brands, Platforms, and Followers

In today’s creator-driven world, understanding what motivates and empowers creators is key to building authentic and lasting partnerships. A new global study from Snapchat and Publicis, conducted by Ipsos, explores the evolving creator mindset - revealing what creators expect from brands, platforms, and followers alike.

The research dives deep into how creators think, create, and connect. It highlights how platforms serve as unique creative spaces where creators feel comfortable sharing their authentic selves, and where spontaneity and real connection thrive. - Creators are 1.3X more likely to feel more comfortable posting about their daily lives on Snapchat, 1.2X more likely to agree it's a platform that is easy to create due to easy camera access.

Findings reveal that creators place the greatest value on brand partnerships rooted in authenticity, creative freedom, and long-term collaboration. They also view their followers as more than audiences - seeing them as communities built on trust, engagement, and shared creativity.

Snapchat commissioned this study with Ipsos and Publicis Media - read the full “Decoding the Creator Mindset: What They Expect from Brands, Platforms, and Followers” blog post for a deeper look at the findings and insights.