Snap and creators share the revenue, but the split was not disclosed. Snapchat users can purchase Snap Tokens, the app’s currency, to buy virtual gifts and send them to Snap Stars, the app’s name for verified creators. One new feature called Gifting lets Snapchat users pay creators. Snap is also trying to entice creators with new ways to make money on Snapchat and new tools to create content for Spotlight. I think that’s, for some people, discouraging.” On other “short-form video platforms, there’s a lot of pressure because when you post, it’s inherently public and your name’s on it. “Snapchat is all about lowering the bar for creation, making more people feel comfortable creating,” Schwerin said. On TikTok, users can choose to turn off comments or limit them to friends and can also choose to make their account private. He also suggested it is more welcoming since it does not allow users to comment on videos, and profiles are private by default. So will people still use Snap’s Spotlight when there’s also Instagram’s Reels, YouTube’s Shorts and TikTok? Schwerin said Spotlight remains unique since it’s part of the Snapchat ecosystem.

Starting June 1, Snap is no longer committing to $1 million payouts per day and instead is offering millions per month. Joey Rogoff, a 21-year-old creator, told CNBC he made $1.7 million.

“It’s really changed people’s lives,” Ben Schwerin, Snap’s senior vice president of content and partnerships, told CNN Business.Īs creator Dominic Andre told Adweek, “‘TikTok said, ‘We can make you famous overnight.’ Snapchat is going to make you rich overnight.’” For example, high school student Katie Feeney told The New York Times she earned more than $1 million from Spotlight over two months.

(SNAP) Partner Summit, that more than 5,400 creators collectively earned more than $130 million through that program since it launched in November. (SNAP) announced Thursday, as part of its annual Snap It distributed $1 million every day to those who submitted the most entertaining short-form videos to its Spotlight product.īut soon Snap will dial back that perk, prompting a question of whether the platform will continue to attract creators who could go elsewhere. When Snap took on TikTok, it didn’t just release a copycat product.

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