The instant content social media war continues! Each new implementation or novelty is answered by the others immediately. Tik Tok, Instagram and Snapchat vying for every second of their users on their platforms.
The novelty of the time is that Snapchat will apply ads between stories and share the revenue generated with content creators.
This new functionality is still in testing, and only in the United States. The platform has enabled ads between stories from some creators, but plans to expand the rollout in the coming months.
Earn with Snapchat Ads
When these advertisements appear in creators’ content, a portion of the revenue collected will be converted to them. The values to be passed on are based on a metric that takes into account the audience’s engagement with the posts and the frequency with which the creator acts. But only a small number will be eligible to receive these values: verified creators.
All this movement comes in response to TikTok and the migration of users to another platform. Snapchat has the spotlight, which is its equivalent to TikTok. Evan Spiegel, CEO of Snapchat, in conversation with investors, reported that users are “spending less time posting and viewing Stories”; they have been dedicating their time on the platform to Spotlight. Therefore, content creators focus on this tool, which can be reposted on TikTok and Instagram, without major changes, and thus save their time when creating content.
There are already ads appearing in Stories and the Discover section for Snapchat users. But for the first time, creators will receive a share of the revenue from these ads.
Last year, Snapchat made millions of dollars available to creators who stood out the most with their content in their main tools and actions, such as Snaps Spotlight, Spotlight Challenges (challenge that rewarded the best videos using specific lenses, sounds or topics), gifting it’s the Creator Marketplace. Snapchat says it paid creators over $250 million in 2021.
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