Snap Ramps Up Creator Payouts Through a New Revenue-Sharing Ad Feature
Molly Wright is an intern for dot.LA. She previously edited the London School of Economics' student newspaper in the United Kingdom, interned for The Hollywood Reporter and was the blogging editor for UCLA's Daily Bruin.
Snap is looking to spread some of the wealth that content creators bring to its platform by unveiling a new revenue-sharing opportunity for creators.
The Santa Monica-based social media firm is introducing advertisements embedded in the Snapchat stories of its “Snap Stars,” described by the company as its most notable content creators. The advertisements will appear mid-roll in those stories, and Snapchat will share some of the advertising revenue with those creators, according to TechCrunch and The Verge.
The advertising payout is determined by a formula that considers factors like a creator’s posting frequency and audience engagement. The feature is currently in early beta testing with only a handful of U.S.-based creators, though Snap plans to expand it more widely in the upcoming months. The company appears to be taking a cue from social media rival TikTok’s Creator Fund, which allows creators to monetize their content.
Snap has been diving deeper into creator monetization in recent years through another TikTok-esque feature called Spotlight, which lets creators win cash prizes by producing top-performing content. The company paid out $250 million to more than 12,000 creators last year through Spotlight.
Snap also launched the Creator Marketplace last summer, allowing businesses and brands to partner with creators. While only available to certain creators, Snap plans to widen the Marketplace feature this year to include all Snap creators.
The company’s expanding revenue-sharing opportunities appear designed to woo creators who have increasingly turned to rivals like TikTok, Instagram, YouTube and Twitter amid discontent over Snapchat’s monetization opportunities.
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Molly Wright is an intern for dot.LA. She previously edited the London School of Economics' student newspaper in the United Kingdom, interned for The Hollywood Reporter and was the blogging editor for UCLA's Daily Bruin.