Snapchat has taken a significant step towards enhancing its platform for creators by unveiling a new unified monetization program. This strategy aims to consolidate the revenue-generating options available for content creators, particularly for those who utilize both Stories and the newer Spotlight feature, which closely resembles TikTok’s structure. Historically, these two formats operated under different monetization systems, which may have complicated the revenue experience for many creators. The new combined program promises to streamline earnings from ads placed within Stories as well as Spotlight posts, creating an integrated revenue stream.
The initiative comes at a time when Snapchat has noted a 25% increase in Spotlight viewership on a year-over-year basis. This surge illustrates a unique opportunity that creators can tap into, especially as the platform seeks to emulate the successful aspects of TikTok’s engagement-driven model. Notably, starting February 1, 2025, creators will have the chance to monetize Spotlight videos that are longer than one minute—an indication that Snapchat is encouraging more extensive content creation. This change not only aligns Snapchat with competitors but also diversifies the types of content that creators can produce to attract an audience.
While the entry into the new monetization framework may appear advantageous, the eligibility requirements have notably intensified. To qualify for revenue opportunities under this revamped model, creators must actively engage their audience by meeting a series of criteria: accumulating at least 50,000 followers, making a minimum of 25 posts monthly across Saved Stories or Spotlight, and ensuring that their content appears in either Spotlight or Public Stories on at least 10 of the last 28 days. Furthermore, creators need to achieve substantial engagement metrics in the previous month, including 12,000 hours of view time or 10 million Snap views.
This alteration in criteria reflects a shift towards higher standards for those wishing to monetize their content. Compared to earlier requirements, such as needing only 1,000 followers and 10,000 unique video views, the bar has been raised significantly. This may lead to potential challenges for smaller creators attempting to carve out their presence, possibly resulting in a more homogenized creator landscape on the platform.
The release of Snapchat’s new monetization program is timely, particularly in light of recent developments at competing platforms like TikTok and YouTube, both of which have revamped their own programs to offer enhanced rewards for creators, particularly for longer video formats. TikTok’s updated monetization strategy last year reflects its acknowledgment of user demands for lengthier content and more robust creator support. Meanwhile, YouTube’s ad revenue sharing for its Shorts format signals a broader industry shift towards recognizing the value of short-form video content.
Snapchat’s initiative to unify and strengthen its monetization strategies may help it retain creators who might otherwise migrate towards these competitors. By encouraging creators to leverage both Stories and Spotlight more effectively, Snapchat hopes to foster a more engaged community on its platform. However, the heightened eligibility requirements could alienate some creators, raising questions about the sustainability of long-term engagement and diversity within Snapchat’s creator ecosystem. The success of this new program will ultimately be contingent on how well it balances revenue opportunities with accessibility for creators of varying sizes.