Snapchat is introducing a new way for some of its most popular users to earn money. Starting today, you’ll start seeing mid-roll ads in Snap Stars public Stories. These are individuals with verified accounts who have a large following.
By introducing mid-roll ads, Snap also decided to share ad revenue with creators, marking a first for the company. How much someone earns from your Stories will depend on a formula that considers factors like how often someone posts and the engagement your content attracts. Snap is testing the ads with the help of a small group of Snap Stars in the US. The company currently plans to release them more widely later in the year.
“Stories lower the barrier to content creation and engagement, and we believe placing ads in a Snap Star’s public story will allow for an easier path to financial success,” the company said.
Unintuitively, the introduction of mid-roll ads in some Stories follows a period when Snap saw a decline in the format’s popularity. “We are seeing people post less stories for their friends, [and] see fewer stories from your friends,” Snap CEO Evan Spiegel said during the recent . “But at the same time, we saw people watching more premium content, watching more content on Spotlight.”
Spotlight is Snapchat’s take on TikTok-like short videos. The company has invested significantly in the format, including announcing a commitment to spend to fund creators who support the platform. Snap’s decision to share in the ad revenue generated by Stories shows that the company is serious about ensuring that Stories continue to grow.
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