It was back to class for Snap School - an intimate session for creator economy +
By Kirstieannew · October 20, 2026 · Curated by George's Blog
It was back to class for Snap School - an intimate session for creator economy + brand building experts - at Snap Inc. HQ last week… and the most useful thing I heard wasn’t about Gen Z, surprisingly?
As someone creator economy obsessed, I’ve been well aware of how major a platform Snap continues to be for creators today in terms of both reach and monetisation. Pretty much no other traditional social media platforms rivals it for the latter.
But, what I wasn’t aware of was the growing opportunity for the 35+ on the app that now make up 1 in 4 of its 971 million monthly users. This age group is one of the fastest growing on the platform and people like Simon Squibb are thriving there talking openly and candidly about building businesses. That’s only shocking until you look at the near perfect Founder profiling ecosystem Snap has created:
1️⃣ A direct line, not a crowded feed
Snap is built for conversation, not broadcasting, which is why the chat function is their most used tab. The founders and brands that win talk with people directly in their inbox, not at them publicly alongside all the other brands. This works because we’ve seen that consumer trust is increasingly being built in private spaces.
2️⃣ A format build for frequency
On Snap, a founder’s 5-minute insights can become 35 posts. Many founders spend weeks perfecting one social post, but Snap’s format lets your audience get to know you on any given day - which is exactly what they want with 57% of Snappers saying they follow people for the real, unfiltered takes.
3️⃣ There’s proof that the founder is the brand
Huda Beauty and Simon Squibb were both held up as examples. Neither is a faceless company account. Their businesses grew because people trusted the person first, and Snap is set up to put the person at the centre.
I've been speaking to a lot of founders recently and it's clear that most don’t have a visibility problem, but instead a feeling-exposed problem. It's the ones who get comfortable being seen as people beyond the business, not just a logo or a company representative, that build trust that no press release can earn.
That’s exactly why founder PR should be about the person, not just the product.
For brands and founders, your next audience may already be somewhere you’ve written off based on a stereoptype ("Snap is for kids") if you don't check the data. With roughly 80% of Snap users being 18+, your future customers or even investors could be quietly watching. No, seriously.
Thank you Georgia Kelly for having me down - was so fun to go back to school and learn more about the amazingly diverse ecosystem Snapchat is for both creators and founders alike! P.s. the Snap offices are insane... the blueprint (or yellow) of what an office should be👻
#FounderPR #PersonalBranding #StrategicCommunications #Snapchat