Spotlight is still new, and for the moment, not on the radar of many brands. "But will it work? Will people get back on it? I don't know."Īccording to industry insiders like Brink, keeping creators on an app requires a mix of things: an attractive creative product, evidence of rewarding engagement and growth, and the ability to make money. "They're obviously making an attempt to kind of bring Snapchat to the forefront of all of our minds," said Cheyenne Brink, a talent manager at Gleam Futures, a talent management and influencer-marketing agency. "This won't last forever," said Cam Casey, a creator who has earned over $3 million as of January.Īnd if payments peter out, will Snapchat be able to keep creators using Spotlight? Still, creators don't think it can continue indefinitely. But two months into 2021, no clear end date has been announced. Initially, Snapchat's payment program was only guaranteed to last through the end of 2020. Within the Spotlight feed itself, Snapchat is still advertising the payout with an ad that flashes "Snapchatters are earning $$$" as dollar bills rain down. Rogoff has earned over $1 million from Spotlight. Snapchat reported that the feature had more than 100 million users as of January.īut with more users, there's more competition and inevitably lower payouts, creator Joey Rogoff told Insider in January. So far, that has worked, with Snapchat's flashy $1-million-per-day payout drawing in creators who hope to score big paychecks. That means Snapchat is relying on its own payments to lure creators. Otherwise, brand sponsorships are not yet part of the everyday Spotlight experience - except for the occasional re-purposed TikTok video that was an #ad on TikTok, but submitted as a Snap anyway.
If a creator submits a Spotlight video with a paid-for AR effect, though, that Snap won't be eligible for Spotlight direct payments from the company. So, in theory, a brand could arrange a deal with a creator to use an AR lens in a Spotlight video, instead of the more common product placement or hashtag challenge style sponsorship video. The one opportunity for paid content, as of now, is through augmented reality lenses.īrands are able to launch their own business profiles and create these paid-for AR effects through Snapchat's "Brand Profile" beta program. These guidelines also prohibit the use of Snapchat's linking features and theoretically could be used by creators to share affiliate links (which allow creators to earn a commission). Spotlight videos are currently reviewed by human moderators. "We're currently focused on highlighting Snapchatters' creativity in Spotlight, so we remove Snaps that attempts to sell products or services in Spotlight," a Snapchat spokesperson told Insider.
Right now, sponsored posts are "not supported" by Spotlight, according to the app's guidelines. They point to models like YouTube's revenue share program called AdSense, which pays creators a commission from Google-placed ads, and to Instagram and TikTok allowing sponsored posts that influencers sell themselves. Some industry insiders think the key to longevity for Spotlight - as it has been with social media in general - will be figuring out an efficient way to integrate brands into the platform. They anticipate the company will get tired of shelling out millions to keep users engaged. Snapchat is directly paying creators millions of dollars for their posts on Spotlight, its new short-form video feature and TikTok lookalike.īut many creators don't think the gold rush will last - at least not in its current form. But industry insiders questioned the feature's longevity if Snap doesn't integrate brands into it.The TikTok lookalike has minted overnight millionaires and now has over 100 million users.Snapchat recently launched Spotlight, its short-form video feature, and is directly paying creators for their posts.
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