Snapchat is introducing a unique advertising approach: allowing brands to sponsor its creator education events, known as Snap Schools. Through a partnership with nonprofit Ideas Foundation and media agency Wavemaker, Snap is giving U.K. students a practical introduction to brand sponsorships. The program is already rolling out in 25 schools, and has plans to expand.

What are Snap Schools?

Launched in 2022, Snap Schools are in-person workshops designed to educate creators on content creation, audience engagement and monetization strategies. To date, over 50 sessions have been held across regions, including the U.S., Mexico, Europe, MENA and India.

Brand integration into education

In February 2025, Clinique became the first brand to sponsor a Snap School. The event featured a Clinique-branded game show, candle-making activities, and networking opportunities. Clinique’s presence was integrated through AR Lenses, branding throughout the venue and interactive sessions.

Post-event, Clinique established partnerships with several creators who attended, including Joseph Arujo, Zaina, The Odditty, Shannon Baker and Ydelays.

Snapchat plans to offer 22 additional sponsorship slots throughout 2025. These sponsorships provide brands with direct engagement opportunities with both aspiring and established creators, which enhances brand visibility and fosters potential partnerships.

More learning opportunities for creators

Agencies like Wavemaker are seeing that younger creators often lack professional training. That slows down campaign work and creates more back-and-forth. A program like this helps close that gap before it becomes a problem.

Moreover, for creators, these sponsored Snap Schools offer more than just education. They present opportunities to connect directly with brands, potentially leading to collaborations and sponsorships. Engaging in these events can be a strategic move for creators aiming to expand their professional network and secure brand deals.

It also teaches creators how to stay within legal and platform guidelines, something even big names mess up. For brands, working with creators who understand this upfront makes campaigns more efficient and less risky.

Image courtesy: Snap