Snapchat Parent Announces It Paid Over $250 Million to Creators Building Spotlight Content


Snapchat’s parent Snap on Tuesday announced that it has paid over $250 million (about Rs 1,900 crore) to over 12,000 creators who developed content for Spotlight globally over the past year. The Spotlight feature was launched last year as an in-app competitor against the reels of TikTok and Instagram. It allows Snapchat users to create short videos using preloaded tools. Spotlight debuted in India in March this year, and the company claimed that the daily Spotlight story viewing time has quadrupled since its debut.

headlines Creators globally are posting content three times more often than when the feature was in place launched In November last year, crack said in a press note. The Santa Monica, California-based company also claimed that more than 65 percent of Spotlight submissions used one of Snapchat’s creative tools or augmented reality (AR) lenses.

$250 million was collectively paid out to global creators through Spotlight programs. Among the award-winning Snapchat creators, Snap said that Indian citizens and creators, including Neha Malik and Neelam Parmar from Mumbai, Akshat Amitesh from Gurugram, had earned through the Spotlight rewards program. However, the exact amount earned by the Indian creators was not disclosed.

“We are amazed by the passion and creativity our creators display Snapchat each day,” Jim Shepherd, Global Head of Talent Partnerships, Snap said in a prepared statement. “We are committed to serving the needs of all creators – listening to their feedback and supporting the growth of their business and audience – while keeping Snapchat a positive platform where creators can be their authentic selves.”

Snap also said that it was looking at more creators leveraging its content and product offerings to grow their audience and build business on Snapchat. It also noted that more than 25 creators of content for the Spotlight feature are syndicating their shows for the Discover section of the app.

The company promised to bring “a range of opportunities” for its creators to entertain users through Snapchat while developing their brand. At the time of its global launch last year, Snap committed to distributing over $1 million (about Rs 7.59 crore) on a daily basis to Snapchatters creating content for Spotlight. The main objective is to maintain their creator base through monetary rewards and make them stick to Snapchat for their content.

However, Snap isn’t alone in that area of ​​paying top content creators to persuade them to use its platform. meta announced in July this year that it would spend $1 billion (approximately Rs 7,590 crore) to persuade social media creators to create content by 2022 Facebook And instagram, That move was seen as a competitive move by the Menlo Park, California-headquartered company to woo creators who have a large fan following on the platform. youtube And TIC Toc,

Last year, Tiktok also promised to spend $2 billion (approximately Rs 15,180 crore) to support the creators over the course of three years.