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XWhat Are LA’s Hottest Startups of 2021? We Asked Top VCs to Rank Them
Ben Bergman is the newsroom's senior finance reporter. Previously he was a senior business reporter and host at KPCC, a senior producer at Gimlet Media, a producer at NPR's Morning Edition, and produced two investigative documentaries for KCET. He has been a frequent on-air contributor to business coverage on NPR and Marketplace and has written for The New York Times and Columbia Journalism Review. Ben was a 2017-2018 Knight-Bagehot Fellow in Economic and Business Journalism at Columbia Business School. In his free time, he enjoys skiing, playing poker, and cheering on The Seattle Seahawks.
Despite — or in many cases because of — the raging pandemic, 2020 was a great year for many tech startups. It turned out to be an ideal time to be in the video game business, developing a streaming ecommerce platform for Gen Z, or helping restaurants with their online ordering.
But which companies in Southern California had the best year? That is highly subjective of course. But in an attempt to highlight who's hot, we asked dozens of the region's top VCs to weigh in.
We wanted to know what companies they wish they would have invested in if they could go back and do it all over again.
Startups were ranked by how many votes each received. In the case of a tie, companies were listed in order of capital raised. The list illustrates how rapidly things move in startup land. One of the hottest startups had not even started when 2020 began. A number doubled or even 16x'd their valuation in the span of a few short months.
To divvy things up, we delineated between companies that have raised Series A funding or later and younger pre-seed or seed startups.
Not surprisingly, many of the hottest companies have been big beneficiaries of the stay-at-home economy.
PopShop Live, a red-hot QVC for Gen Z headquartered out of a WeWork on San Vicente Boulevard, got the most votes. Interestingly, the streaming ecommerce platform barely made it onto the Series A list because it raised its Series A only last month. Top Sand Hill Road firms Andreessen Horowitz and Lightspeed Venture Partners reportedly competed ferociously for who would lead the round but lost out to Benchmark, which was an early investor in eBay and Uber. The round valued PopShop Live at $100 million, way up from the $6 million valuation it raised at only five months prior.
Scopely, now one of the most valuable tech companies in Los Angeles, was also a top vote getter.
The Culver City mobile gaming unicorn raised $340 million in Series E funding in October at a $3.3 billion valuation, which nearly doubled the company's $1.7 billion post-money valuation from March. It is no coincidence that that was the same month stay-at-home orders began as Scopely has benefited from bored consumers staying on their couch and playing ScrabbleGo or Marvel Strike Force.
The company's success is especially welcome news to seed investors Greycroft, The Chernin Group and TenOneTen ventures, who got in at a $40 million post valuation in 2012. Upfront Ventures, BAM Ventures and M13 joined the 2018 Series C at a $710 post-money valuation.
Softbank-backed Ordermark, which flew more under the radar, also topped the list. The company's online ordering platform became a necessity for restaurants forced to close their dining rooms during the pandemic and raised $120 million in Series C funding in October.
On the seed side, two very different startups stood out. There was Pipe, which enables companies with recurring revenues to tap into their deferred cash flows with an instant cash advance, and Clash App, Inc., a TikTok alternative launched by a former employee of the social network in August.
We will have the list of Southern California's top seed startups out tomorrow.
Hottest
PopShop Live ($100 million)
The live-streaming shopping channel created by Danielle Lin reportedly found itself in the middle of a venture capital bidding war this year. Benchmark eventually won out leading a Series A round, vaulting the app at a $100 million valuation. The Los Angeles-based platform has been likened to QVC for Gen Z and it's part of a new wave of ecommerce that has found broader appeal during the pandemic. Google, Amazon and YouTube have launched live shopping features and other venture-backed startups like Los Angeles-based NTWRK have popped up.
Boiling
Scopely ($3.3 billion)
One of the most valuable Southern California tech startups with a $3.3 billion valuation, the Culver City mobile game unicorn has benefitted from a booming gaming market that has flourished in this stay-at-home economy. Scopely offers free mobile games and its roster includes "Marvel Strike Force," "Star Trek Fleet Command" and "Yahtzee with Buddies." In October the company raised a $340 million Series E round backed by Wellington Management, NewView Capital and TSG Consumer Partners, among others fueling speculation that it was on its road to an IPO. Co-CEO Walter Driver has said that he doesn't have immediate plans to go public.
Ordermark ($70 million)
The coronavirus has forced the closure of many dining rooms, making Ordermark all the more sought after by restaurants needing a way to handle online orders. Co-founder and CEO Alex Canter started the business in 2017, which recently rang in more than $1 billion in sales. Ordermark secured $120 million in Series C funding by Softbank Vision Fund 2 in October that it will use to bring more restaurants online. The company's Nextbite, a virtual restaurant business that allows kitchens to add delivery-only brands such as HotBox from rapper Wiz Khalifa to their existing space through Ordermark, is also gaining traction.
Simmering
Cameo ($300 million)
Cameo, which launched three years ago, had its breakout year in 2020 as C-list celebrities like Brian Baumgartner banked over a million dollars from creating customized videos for fans. In the sincerest form of flattery, Facebook is reportedly launching a feature that sounds a lot like Cameo. Even though the company is still technically headquartered in Chicago, we included Cameo because CEO Steven Galanis and much of the senior team moved to L.A. during the pandemic and say they plan to continue running the company from here for the foreseeable future.
Mothership ($64 million)
Co-founded by CEO Aaron Peck, Mothership provides freight forwarding services intended to streamline the shipping experience. The company's tracking technologies connect shippers with nearby truck drivers to speed up the delivery process. It raised $16 million in Series A venture funding last year, driving the platform to a $48 million pre-money valuation.
Nacelle ($6.7 million)
Founded in 2019, Nacelle's ecommerce platform helps retailers improve conversion rates and decrease loading speeds for their sites. The software integrates with Shopify and other services, offering payment platforms and analytics integration, among dozens of services. Nacelle raised about $4.8 million earlier this year with angel investors that included Shopify's Jamie Sutton, Klaviyo CEO Andrew Bialecki and Attentive CEO Brian Long.
Boulevard ($30 million)
Matt Danna and Sean Stavropoulos came up with Boulevard when an impatient Stavropoulos was frustrated wasting hours to book a hair appointment. Their four-year-old salon booking and payment service is now used by some of Los Angeles' best-known hairdressers. Last month, the two secured a $27 million Series B round co-led by Index Ventures and Toba Capital. Other investors include VMG Partners, Bonfire Ventures, Ludlow Ventures and BoxGroup.
CloudKitchens ($5.3 billion)
Uber co-founder Travis Kalanick CloudKitchens rents out commissary space to prepare food for delivery. And as the pandemic has fueled at-home delivery, the company has been gobbling up real estate. The commissaries operate akin to WeWork for the culinary world and allow drivers to easily park and pick-up orders as the delivery market has soared during pandemic. Last year, it raised $400 million from Saudi Arabia's colossal sovereign wealth fund.
GOAT ($1.5 billion)
Founded by college buddies five years ago, GOAT tapped into the massive sneaker resale market with a platform that "authenticates" shoes. The Culver City-based company has since expanded into apparel and accessories and states that it has 20 million members. Last year, Foot Locker sunk a $100 million minority investment into 1661 Inc., better known as Goat. And this fall it landed another $100 million Series E round bankrolled by Dan Sundeheim's D1 Capital Partners.
Savage X Fenty
The lingerie company co-founded by pop singer Rihanna in 2018 is noted for its inclusivity of body shapes and sizes. It has raised over $70 million, but The New York Times' DealBook newsletter recently reported that it's been on the hunt for $100 million in funds to expand into active wear. The company generates about $150 million in revenue, but is not yet profitable, according to the report. It became the focus of a consumer watchdog investigation after being accused of "deceptive marketing" for a monthly membership program.
Warming Up
FabFitFun ($930 million)
The lifestyle company provides customized personal subscription box services every three months with full size products. Started in 2010 by Daniel Broukhim, Michael Broukhim, Sam Teller and Katie Rosen Kitchens, it now boasts more than one million members. Last year, the company raised $80 million in a Series A round led by Kleiner Perkins last year and appears to be preparing for an eventual IPO as it slims down costs and refocuses on its high value products.
Dave ($1 billion)
Launched in 2016, the finance management tool helps consumers to avoid overdrafts, provides paycheck advances and assists in budgeting. Last year, it began to roll out a digital bank account that was so popular that two million users signed up for a spot on the waitlist. The company, run by co-founder Jason Wilk, has raised $186 million in venture capital and counts billionaire Mark Cuban as an early investor and board member. Other backers include Playa Vista-based Chernin Group.
Sure ($59 million)
SURE offers multiple technology products to major insurance brands — its platform can host everything from renter's insurance to covering baggage, so customers never have to leave an agency's website. It also offers its platform to ecommerce marketplaces, embedding third-party insurance protections for customers to purchase all on the same webpage. Founded in 2014, the Santa Monica-based startup last raised an $8 million Series A round led by IA Capital in 2017.
Zest AI ($90 million)
Founded in 2009 by former Google CIO Douglas Merrill and ex-Sears executive Shawn Budde, Zest AI provides AI-powered credit underwriting. It helps banks and other lenders identify borrowers looking beyond traditional credit scores. It claims to improve approval rates while decreasing chargeoffs. The company uses models that aim to make the lending more transparent and less biased. This fall the company raised $15 million from Insight Partners, MicroVentures and other undisclosed investors, putting its pre-money valuation at $75 million, according to PItchbook.
PlayVS
Santa Monica-based PlayVS provides the technological and organizational infrastructure for high school esports leagues. The pandemic has helped the company further raise its profile as traditional sports teams have been benched. Founded in early 2018, PlayVS employs 46 people and has raised over $100 million. In addition to partnering with key educational institutions, it also has partnerships with major game publishers such as Riot and Epic Games.
Tapcart ($40 million)
A SaaS platform helps Shopify brands create mobile shopping apps. The marketing software saw shopping activity jump 50% over 90 days as the pandemic walloped traditional retailers. Founded by Eric Netsch and Sina Mobasser, the company raised a $10 million Series A round led by SignalFire, bringing the total raise to $15 million.
Papaya ($31.8 million)
Papaya lets customers pay any bill from their mobile devices just by taking a picture of it. The mobile app touts the app's ease-of-use as a way to cut down on inbound bill calls and increase customer payments. Founded by Patrick Kann and Jason Metzler, the company has raised $25 million, most recently a S10 million round of convertible debt financing from Fika Ventures, Idealab and F-Prime Capital Partners.
Floqast ($250 million)
FloQast is a management software that integrates enterprise resource planning software with checklists and Excel to manage bookkeeping. The cloud-based software company claims its system helps close the books up to three days faster. It is used by accounting departments at Lyft, Twilio, Zoom and The Golden State Warriors. In January, it raised $40 million in Series C funding led by Norwest Venture Partners to bring the total raise to $92.8 million.
Brainbase ($26.5 million)
The company's rights management platform expedites licensing payments and tracks partnership and sponsorship agreements. It counts BuzzFeed, the Vincent Van Gogh Museum and Sanrio (of Hello Kitty and friends fame) among its clients. In May it announced $8 million in Series A financing led by Bessemer Venture Partners and Nosara Capital, bringing the total raised to $12 million.
OpenPath ($28 million)
The Los Angeles-based company provides a touchless entry system that uses individuals cell phones to help with identification instead of a key card. The company offers a subscription for the cloud-enabled software that allows companies to help implement safety measures and it said demand has grown amid the pandemic. Founded by James Segil and Alex Kazerani the company raised $36 million led by Greycroft earlier this year, bringing its total funding to $63 million.
FightCamp ($2.5 million)
FightCamp is an interactive home workout system that turns your space into a boxing ring with a free standing bag, boxing gloves and punch trackers. The company is riding the wave of at-home fitness offerings including Peloton, Mirror and Zwift that have taken off during the pandemic as gyms closed. The company has raised $4.3 million to date.
Numerade
The Santa Monica-based company provides video and interactive content for education in math, science, economics and standardized test prep. Founded in 2018 by Nhon Ma and Alex Lee, who previously founded Tutorcast, an online tutoring service, the company gathers post-graduate educated instructors to create video lessons for online learning.
Our Place ($32.5 million)
The creator of a pan with a cult following on social media, this Los Angeles-based startup designs and retails cookware and dinnerware. Founded by Amir Tehrani, Zach Rosner and Shiza Shahid, the company completed its Series A funding earlier this year, bringing its total raised to date to $10 million.
Tala ($560 million)
For customers that have no formal credit or banking history, this company's application promises more financial access, choice and control. It gathers data to create a credit score that can be used to instantly underwrite and disburse loans ranging from $10 to $500. Co-founded by Shivani Siroya and Jonathan Blackwell, Tala has raised $217.2 million to date. Its investors include PayPal Ventures, Lowercase Capital and Data Collective.
ServiceTitan ($2.25 billion)
Founded in 2007 by chief executive Ara Mahdessian and president Vahe Kuzoyan, ServiceTitan operates software that helps residential home contractors grow their businesses. It provides businesses tools like customer relationship management and accounting integration to streamline operations. The company closed a $73.82 million Series E funding round from undisclosed investors earlier this year.
100 Thieves ($160 million)
Founded in 2017 by former professional "Call of Duty" player Matthew Haag, 100 Thieves manages esports competitions in major titles including "Counter Strike Global Offensive" and "League of Legends." The company also produces apparel and merchandise, opening a physical store and training ground called the "Cash App Compound" in collaboration with Fortnite earlier this year. The company has raised $60 million to date, from investors including Salesforce CEO Marc Benioff and Aubrey Graham, better known as the rapper Drake.
Emotive ($16.5 million)
This AI-powered customer service platform automates text conversations between customers and businesses to increase sales. Emotive uses their sales team to verify questions, distinguishing it from other bot-driven marketing services, according to the company. The company was founded in 2018 by Brian Zatulove and Zachary Wise, who serve as the chief executive and the chief operating officer, respectively. It has raised $6.65 million to date, from Floodgate Fund and TenOneTen Ventures.
Everytable ($33 million)
Created by former hedge fund trader Sam Polk, the Los Angeles-based startup wants to be a healthy fast food chain. It prices its healthy pre-packaged meals around $5 in underserved communities while costing more in other neighborhoods with the goal of reducing so-called food deserts in low-income neighborhoods. It also offers a subscription delivery service. The company recently closed a $16 million Series B round led by Creadev along with Kaiser Permanente Ventures.
Lead art by Candice Navi.
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Ben Bergman is the newsroom's senior finance reporter. Previously he was a senior business reporter and host at KPCC, a senior producer at Gimlet Media, a producer at NPR's Morning Edition, and produced two investigative documentaries for KCET. He has been a frequent on-air contributor to business coverage on NPR and Marketplace and has written for The New York Times and Columbia Journalism Review. Ben was a 2017-2018 Knight-Bagehot Fellow in Economic and Business Journalism at Columbia Business School. In his free time, he enjoys skiing, playing poker, and cheering on The Seattle Seahawks.
🔦 Spotlight
Hello Los Angeles,
Snap has spent years trying to make augmented reality feel less like a demo and more like a daily habit. This week, it introduced its latest attempt.
At Augmented World Expo, Santa Monica-based Snap unveiled SPECS, its new standalone augmented reality glasses. The device is designed to bring AI assistance, work tools, entertainment and shared experiences into the physical world without requiring a phone, puck or tether.
The pitch is not simply “screens on your face.” Snap is trying to position SPECS as a different kind of computer: one that can understand what you are looking at, respond to your surroundings and make AI useful in the moment. That could mean directions placed where you need them, a virtual workspace that travels with you or AI assistance that sees the same context you do.
The developer piece may be just as important as the hardware. Snap says developers have already built hundreds of Lenses for SPECS, and the company is rolling out new tools inside Lens Studio, including agentic development support through Claude Code, Codex and Cursor, a new Native Development Kit and a spatial benchmark for AR experiences.
That matters because AR has always had a chicken-and-egg problem: impressive demos, but not enough everyday reasons to wear the device. Snap is trying to solve that by building not only the glasses, but the software, developer tools, operating system, computer vision stack and creative ecosystem around them.

SPECS are available for pre-order at $2,195, with a $200 refundable deposit, and are expected to ship this fall in the U.S., U.K. and France.
For Snap, the bigger question is whether augmented reality can finally move from developer demos and futuristic keynote moments into something people actually want to use. SPECS are its latest answer, but the real test will be whether developers can build experiences useful enough to make the glasses feel less like a gadget and more like a habit.
More from this week’s LA startup and venture scene below.
🤝 Venture Deals
LA Companies
- Critical Energy raised $19M in seed funding co-led by Upfront Ventures and Susa Ventures, and also secured $3M in venture debt from Silicon Valley Bank, bringing its total early capital to $22M. Founded by SpaceX alum Spencer Jackson, the company is adapting rocket-engine-style turbomachinery for modular geothermal power plants and plans to use the funding to build its first 2.5 MW project. - learn more
- Group 11 co-led Dream’s $260M funding round alongside Bicycle Capital, with participation from Antler, Bain Capital Ventures, Tru Arrow Partners and other investors. Dream builds sovereign AI and cyber defense technology for governments and critical infrastructure operators, with the new funding valuing the company at $3B and bringing total funding to $412M. The company plans to use the capital to expand its national cyber defense and AI platforms across Europe, the Middle East, Asia and the Americas. - learn more
- Undeterred Ventures participated in Portal Biotechnologies’ oversubscribed $9M financing round, which was led by NFX with backing from existing investors including IA Ventures, Pear VC, IKJ Capital and TechU Ventures. Watertown-based Portal is building cell engineering infrastructure for drug discovery, AI data generation and cell therapy manufacturing, using its mechanoporation platform to deliver RNA, gene editors and other molecules into hard-to-transfect cells. The company also expanded its DARPA work through an Embedded Entrepreneur Initiative contract tied to point-of-care cell therapy manufacturing and says its platform has been adopted by more than 100 customer sites. - learn more
- Clocktower Ventures participated in Trace Finance’s $32M Series A, which was led by CoinFund with backing from Coinbase Ventures, Haun Ventures, Jump Crypto, Valor Capital, Paxos, HOF Capital and others. Trace Finance is building regulated banking and stablecoin infrastructure for cross-border payments across Brazil, the U.S. and emerging markets, combining local payment rails, FX, compliance operations and stablecoin settlement. The company has processed more than $10B in institutional cross-border volume and will use the funding to expand product capabilities and grow across LatAm, APAC and other priority markets. - learn more
- Alexandria Venture Investments participated in Vedana Therapeutics’ $46M Series A, which was co-led by Westlake BioPartners and Canaan Partners, with additional participation from Dawn Biopharma. Seattle-based Vedana is developing next-generation preventive migraine therapies, including antibody-based treatments targeting PACAP and CGRP pathways, with the funding going toward advancing its internally discovered portfolio of subcutaneously delivered antibodies. - learn more
- Fulcrum Capital participated in HighGround’s $6.5M seed round, which was led by Next Frontier Capital with additional backing from Tandem Ventures and Context Ventures. HighGround is building an intelligence platform for defense and aerospace capital markets, helping investors, operators and advisors analyze government spending, procurement signals, deal risks and market demand. The funding will support expanded data coverage and deeper analytical models for defense-focused investment and business development workflows. - learn more
- Bonfire Ventures participated in Vali Health’s $6M funding round, alongside Supernode, Comma Capital and healthcare industry veteran Jacquelyn Kung. San Francisco-based Vali Health is building responsible AI infrastructure for healthcare, helping providers and health systems evaluate, monitor and safely deploy AI tools across clinical and administrative workflows. - learn more
- Clocktower Ventures participated in Karta’s $15M Series A, which was led by Galaxy Ventures, with additional backing from Canary and Illuminate Financial. Miami-based Karta is building a WhatsApp-first premium U.S. credit card for non-U.S. clients, helping global travelers with U.S. bank or brokerage accounts access dollar-denominated spending power without needing a traditional U.S. credit history. The company also secured a $125M credit facility from Community Investment Management, bringing its total new financing to $140M. - learn more
- Alexandria Venture Investments participated in Triveni Bio’s $65M Series C, which was co-led by Ascenta Capital and Janus Henderson Investors, with significant participation from Deep Track Capital. Watertown-based Triveni is developing antibody treatments for immunological and inflammatory disorders, with the funding going toward expanding clinical development of TRIV-573, its bispecific antibody targeting atopic dermatitis, including a larger Phase 2 proof-of-concept study expected to begin later this year. - learn more
- WndrCo participated in XDOF’s $70M funding round, alongside investors including Thrive Capital, Spark Capital, a16z and Lux Capital. XDOF is building robotics data infrastructure for AI labs, handling the unglamorous but critical work of collecting, labeling and organizing real-world robot training data. The company says it already works with about 20 customers, including several frontier AI labs. - learn more
- Fika Ventures participated in SubBase’s $7M Series A, which was led by FINTOP and brings the company’s total funding to more than $15M. Ft. Lauderdale-based SubBase is a construction materials procurement platform that helps specialty trade contractors and self-performing general contractors manage pricing requests, orders, supplier communication, delivery tracking and invoice reconciliation in one system. The company plans to use the funding to expand product and engineering, deepen supplier integrations and build more AI-driven workflow and intelligence features. - learn more
- Upfront Ventures participated in Bland’s $50M Series C, which was led by Dell Technologies Capital with additional participation from HubSpot Ventures, Archerman Capital and Tribeca Venture Partners. San Francisco-based Bland builds voice AI agents for complex phone, SMS and chat conversations, with a focus on longer, high-stakes workflows in regulated industries like healthcare and financial services. The round brings Bland’s total funding to more than $100M. - learn more
- Impatient Ventures participated in Traysar’s $25M seed round, which was led by Silent Ventures and included backing from Lux Capital, Ora Global, NeverLift VC, Mana, New Vista, Entree Capital and angel investors. Traysar emerged from stealth at the 2026 Reindustrialize Summit as a subterranean defense tech company building autonomous “subterra” platforms designed to detect, penetrate and secure underground environments. The company says its technology is aimed at addressing underground military facilities and other hard-to-reach subsurface domains. - learn more
- MaC Venture Capital participated in Swsh’s $4M seed round, which was led by Game Changers Ventures with additional backing from Stellation Capital, SignalFire and angel investors including Scooter Braun and Guy Oseary. Swsh is building an AI-powered fan engagement platform for live events, helping artists, teams and brands organize fan-captured photos and videos while turning that content into audience insights and first-party engagement data. - learn more
- B Capital led SolarSquare Energy’s $53M Series C, backing the Mumbai-based residential rooftop solar company as investor interest grows in India’s home solar market. The round valued SolarSquare at roughly $450M–$500M and included participation from existing investors including Lightspeed, Lowercarbon Capital, Rainmatter by Zerodha and Good Capital. SolarSquare plans to use the funding to expand into new cities, strengthen its technology platform and scale operations. - learn more
LA Exits
- Mavida Health, a digital mental health company focused on women and families, was acquired by WPS Health Solutions. The deal expands WPS’ digital health capabilities with Mavida’s virtual therapy, medication management and specialized mental health support across fertility, pregnancy, postpartum, loss, parenting and menopause. Financial terms were not disclosed. - learn more
- Vica, an AI video startup focused on helping small businesses create cinematic-quality marketing content, was acquired by Addi. The acquisition brings Vica’s AI video capabilities into Addi’s growth platform for Main Street businesses, which combines financial intelligence with marketing tools to help small businesses attract and retain customers. - learn more
- GateMaker, a female-founded influencer marketing agency, was added to Residence, the Los Angeles-based global network of independent creative companies. The deal brings GateMaker’s creator economy expertise across paid, earned and owned influencer relationships into Residence’s broader creative network, which also includes companies like BUCK, OK COOL, Giant Ant, Part & Sum and Wild. - learn more
- Gavel, an AI-native legal tech company used by legal professionals to draft, review and automate legal work in Microsoft Word and on the web, was acquired by Relativity. The deal will bring Gavel’s drafting, redlining and document automation tools into Relativity’s legal data intelligence platform, allowing work product created in RelativityOne and Relativity aiR to be edited in Microsoft Word while syncing back to the underlying matter data. Financial terms were not disclosed. - learn more
Snap Rolls Out Cameo Partnership, New Ad Feature and Original Programming
After a “challenging” first quarter, Snap is hoping that new celebrity partnerships and original influencer content can help it grow its young user base and generate more advertising revenue.
The Santa Monica-based social media firm announced several new initiatives at its NewFronts showcase on Tuesday—including a partnership with video-sharing app Cameo, a new ad format called Snap Promote and new original programming efforts. As presenters ranging from “Queer Eye” star Karamo Brown to singer Loren Gray highlighted some of the company’s recently announced features, Snap executives spotlighted how its Gen Z audience interacts with its advertisers.
The company's collaboration with Cameo, the Snap x Cameo Advertiser Program, will connect Snap’s video advertisers with the Cameo’s roster of celebrity creators, with the goal of producing short-form, custom video endorsements. Snap revealed it beta-tested the feature with Mattress Firm, which partnered with figures like sports commentator Erin Andrews and saw an increase in its ad awareness.
Snap vice president of sales Peter Naylor introduced Snap Promote, which will allow media partners featured in Snapchat’s Discover feature to expand their reach through in-app ads. The company said testing with the National Football League yielded a 7x-increase in users engaging with the NFL's Snapchat Stories. Snap Promote builds on Snap’s expansion last month of media partnerships through its Dynamic Stories feature.
If Snap’s initiatives seemed targeted toward competing with one particular social media, the unveiling of its new programming left little room for doubt about its TikTok-ian aspirations. One of TikTok’s biggest dancing stars, Addison Rae, took the stage Tuesday to promote her Snap original show “Addison Rae Goes Home,” before fellow TikTok influencers Charli and Dixie D'Amelio joined via video to announce the second season of their own Snap show, “Charli vs. Dixie.”
Snap co-founder and CEO Evan Spiegel made a brief appearance onstage with Olympic gymnast Simone Biles to announce her upcoming original show, “Daring Simone Biles,” which will feature 10 episodes of the gold medalist facing challenges and fears—including one of her biggest foes, the bee. Further bolstering its sports presence, Snap also expanded content deals with the NFL, NBA and WNBA.
Head of original programing Vanessa Guthri also announced Reclaim(ed), Snap’s first Canadian original show, which will follow hosts Marika Sila and Kairyn Potts as they delve into social issues impacting indigenous populations. Guthri also discussed Snap’s Equity Partnership Pledge, which sets a three-year goal of having 50% of individuals involved in the production of Snap Originals to be women or members of historically underrepresented backgrounds.
With Snap revealing that 80% of its 600 million users are under 18, it’s no wonder that the company paraded social media influencers like makeup artist Manny MUA and TikTok star La’Ron across the stage. Whether its augmented reality ads and celebrity roster can help it compete with TikTok’s massive ad revenue advantage remains to be seen.
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Kristin Snyder is dot.LA's 2022/23 Editorial Fellow. She previously interned with Tiger Oak Media and led the arts section for UCLA's Daily Bruin.


