Snapchat is gearing up to change the way its creators earn money on the platform, launching an expanded monetization program focused on their highly popular Spotlight feature. Beginning February 1, 2025, influencers on the app can capitalize on ad revenue generated from their videos, as the company integrates its monetization features for both Spotlight and Stories.
The announcement arrives at a time when TikTok faces uncertainty, as the platform is under scrutiny and may face bans, creating new opportunities for Snapchat to attract creators fleeing from the ByteDance-owned service. Snap Inc. highlighted the importance of this shift by noting, "With Spotlight viewership up 25% year-over-year, there is a unique and growing opportunity for creators to monetize this format the same way they do with Stories." This change aims not only to streamline Snap’s revenue-sharing efforts but also to respond to the increasing appetite for longer content.
Under the new program, creators must meet specific eligibility requirements to receive payment from their content. To qualify, creators must have at least 50,000 followers and post no less than 25 times per month to Saved Stories or Spotlight. They are also required to have posted to either Spotlight or Public Stories on at least 10 of the last 28 days. Finally, creators must achieve one of the following metrics within the last 28 days: 10 million Snap views, 1 million Spotlight views, or 12,000 hours of total view time. While some of these metrics may appear higher than previous thresholds set for Stories, it's clear Snap is encouraging creators to invest more effort and creativity. Previously, creators could earn from the fund with merely 1,000 followers and 10,000 unique views.
The changes signal the end of Snapchat's former Spotlight Reward Program, which is set to conclude on January 30, 2025. This program initially incentivized creators with direct payments, reflecting the platform’s earlier efforts to encourage user-generated content. This new unified initiative allows creators to share their earnings from both Spotlight videos and Stories, aiming to create more straightforward paths for monetization.
Notably, Snap's previous attempts to engage creators with financial rewards faced challenges, resulting in diminished pay for many creators over time. The decision to pivot its strategy should address some frustrations among users and bolster creator confidence. Snapchat’s expansion intends to convince influencers to create longer content, as monetization will no longer apply to videos shorter than one minute. This change may encourage a shift toward more sustainable content strategies, benefiting both creators and Snap.
The response within the creator community reflects excitement and optimism. Fitness creator and actor Theodora Moutinho praised Snapchat's new approach, stating, "The fastest-growing right now and the best algorithm is Snapchat. They made a comeback." Moutinho, who boasts over 426,000 followers on the platform, emphasizes her commitment to the app and its potential for creators seeking lucrative opportunities.
Snapchat is not only focusing on creators but also leveraging increasing user engagement on the platform. The company mentioned the fascinating statistic indicating the number of individuals posting publicly has more than tripled over the last year. This surge indicates the growing interest users have toward creating and sharing engaging content on Snapchat. The platform continues to see significant activity, with Spotlight attracting over 500 million monthly active users on average this year—an audience ripe for engagement.
At the heart of these developments lies the competitive nature of social media platforms. With TikTok's facing potential bans and uncertainties, creators are exploring other avenues for their content, leading to increased interest on platforms like Snapchat, Instagram, and YouTube. These platforms are all actively vying for the attention of influencers and audiences alike.
Snap expresses its commitment to fostering this community by stating it remains devoted to "evolving and expending the total rewards available to creators." This framework not only underlines Snapchat's recognition of its influential content creators but also solidifies its approach to monetization by presenting distinct opportunities for those willing to engage with its platform.
Through these initiatives, Snap aims to bolster creator investment within its ecosystem, especially as it navigates competition and potential shifts among users. By integrating revenue-sharing pathways, the company hopes to produce more sustainable opportunities for creators, supporting creativity and rewarding engagement across the board.
Whether this strategy will be sufficient to maintain the loyalty of existing users and attract new creators remains to be seen. Nevertheless, Snapchat's proactive approach outlines its ambition to lead the monetization charge within the social media space. Creators ready to adapt to longer content formats and increased engagement metrics may find themselves well-positioned to capitalize on this new phase of Snapchat's creator economy.
