![]() And once posting to Spotlight becomes a habit, Snapchat could have a viable competitor on its hands, at least among the younger demographic that favors its app. That will likely encourage plenty of participation among Snapchat’s young user base, given they’re already using the app on a regular basis. This move represents Snapchat’s biggest attempt at taking on TikTok to date - and one that it’s willing to kickstart with direct payments, too. With the music licensing aspects already ironed out, Snapchat is now looking to leverage the more than 4 billion Snaps created by its users every day to power the new Spotlight feed. ![]() It will also monitor this feed for fraud, it warns. Though under the surface, Snap’s philosophy is. ![]() For users, the feed will be pretty reminiscent of TikTok’s ‘For You’ page, the crown jewels of the video-sharing app. The company says it expects many users to earn money from this fund each day, but those with the most views will earn more than others. Up steps Spotlight, Snapchat’s own music powered, vertical, short bite video feature which will showcase the community’s creative talent from directly within the app. The earnings will be determined by Snapchat’s proprietary algorithm that rewards users based on the total number of unique views a Snap gets per day (calculated using Pacific Time), as compared with others on the platform. This will continue through the end of 2020. To encourage users to publish to Spotlight, the company will distribute more than US$1 million every day to Snapchat users (16 and up) who create the top Snaps on Spotlight. The feed itself will be accessible through a prominent new fifth tab on the Snapchat home screen’s main navigation, and is designated with a Play icon. This is a similar system to what TikTok uses for its “For You” feed. Over time, the feed will become tailored to the individual user based on their own interactions, preferences and favorites. The algorithms will also consider negative factors, like if a viewer skipped watching the Snap quickly, for example. To do so, it will rank the Snaps in the new feed using a combination of factors, like how many other people found a particular Snap interesting, how long people spent watching it, if it was favorited or shared with friends and more. Snapchat says its algorithms will work to surface the most engaging Snaps to display to each user on a personalized basis. This new feature, called Spotlight, will showcase the community’s creative efforts, including the videos now backed by music, as well as other Snaps users may find interesting. Now, Snap says that 65% of Spotlight submissions use a Snapchat creative tool like an augmented reality lens - in particular the Cartoon Style 3D Lens, which went viral this summer, generated 2.8 billion impressions in just its first week on the app.After taking on TikTok with music-powered features last month, Snapchat this morning is officially launching a dedicated place within its app where users can watch short, entertaining videos in a vertically scrollable, TikTok-like feed. Even platforms like LinkedIn, Spotify, Netflix, Reddit and Twitter are experimenting with TikTok-like feeds. Instagram Reels won’t promote uploads with a TikTok watermark, while Snapchat reduced its original $1 million-per-day payouts because it was paying for too much “ copycat content,” CEO Evan Spiegel said in September. As TikTok became one of the fastest apps to reach 1 billion monthly active users, competitors like Snapchat Spotlight, Instagram Reels and YouTube Shorts rolled out creator funds to incentivize people to make content specifically for their platform. ![]() It’s no secret that the race for short-form video dominance is underway. ![]() Since last year when Spotlight launched, Snap says that creators are posting three times as often now. Unlike Snapchat’s friend-to-friend, ephemeral messaging, Spotlight allows users to reach a wide audience. Snap announced today that it paid over $250 million to more than 12,000 creators this year on Spotlight, its TikTok clone. ![]()
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