Snapchat is launching its own creator awards show, the Snappy Awards, at its headquarters on March 31. Comedian and content creator Matt Friend will host the event, which aims to celebrate popular personalities across various fields. This move follows Snapchat's recent push to provide more tools for influencers, including individual creator subscriptions.

The awards will recognize creators in categories like Spotlight MVP, Best Storyteller, and Breakout Creator of the Year. Additional honors will be given for collaboration, cultural impact, and excellence in specific subjects. The show appears to be part of Snapchat's broader strategy to attract and retain top talent on its platform.

Snapchat isn't alone in this approach - TikTok hosted its inaugural awards show in the US last year. As social media platforms compete for creator attention and content, these awards shows serve dual purposes: celebrating creator achievements while potentially driving business development opportunities. The Snappy Awards represent Snapchat's latest effort to position itself as a premier destination for content creators.