“Snapchat is rolling out an expanded creator monetization program, with the new effort set to launch just days after TikTok may find itself banned in the U.S. The expanded program will launch on Feb. 1, and expand monetization opportunities to Spotlight videos, creating a unified monetization program. Snapchat already monetizes stories videos, which are meant”, — write: www.hollywoodreporter.com
The expanded program will launch on Feb. 1, and expand monetization opportunities to Spotlight videos, creating a unified monetization program. Snapchat already monetizes stories videos, which are meant to be shared with friend and followers, with Spotlight more focused on entertaining snaps meant to be viewers by users across the platform.
Spotlight content is more similar in tone, tenor and structure to TikTok that stories, and has been viewed as the platform’s effort to take on the Bytedance-owned app’s dominance, alongside Meta’s Reels, and YouTube Shorts.
Snapchat says that total time spent viewing on Snapchat is up 25 percent year-over-year, and that Spotlight now reaches over 500 million monthly active users.
Creators that have at least 50,000 followers, posted at least 25 times per month and that have achieved a specific view time or viewership metric will be eligible for the monetization opportunities, with the tech company posting the full criteria in its hub.
The company is also pushing the new opportunities to marketers, framing it as “a new opportunity to reach our community through high-impact placements.”
Creator-driven content has transformed the larger entertainment business, with platforms like TikTok, YouTube, Snapchat and Instagram becoming the de facto home for trends and short-form entertainment for consumers under 30.
The new monetization push could end up enticing users to post more on the platform at a critical moment for the larger creator economy, given TikTok’s rapid rise and potentially rapid fall, depending on whether the U.S. Supreme Court steps in to delay the ban.
The make-or-break day that could see the app banned is Jan. 19.
Subscribe Sign Up