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The investment in attracting creators comes before Snap has started to directly monetize Spotlight content. In addition, more than 65% of Spotlight submissions use one of Snapchat’s creative tools or one of its augmented reality Lenses. Today, according to the company, Spotlight creators post three times as often to the section than they were when it launched a year ago. By changing the payout model, “We’ve seen a shift from people posting to Spotlight in search of a hit to people who are establishing an identity and building their business on Snapchat,” he said.
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When Snap launched with the promise of paying $1 million per day to Spotlight creators, one of the goals was to jumpstart the UGC section: “We had an empty feed to populate,” said Corrao Clanon. “We wanted to build a personality and identity for Spotlight,” he said about coming to Snap. “For us, the challenge has been, how do we make something distinct and complementary in value.”Ĭompared with rivals - TikTok, of course, as well as Instagram Reels and YouTube Shorts - Snap is “trying to occupy a more casual space” with Snapchat Spotlight, according to Corrao Clanon, “to build an audience and a voice, and also an outlet to capture spontaneous moments.”Ĭorrao Clanon joined Snap earlier this year from TikTok, where he was head of content strategy and insights. “Content and short-form video is a very competitive space right now,” he said. But the company’s investment in the platform shows it is committed to help creators of all kinds meaningfully grow their audiences and build a business, said Sam Corrao Clanon, director of content who leads the Snapchat Spotlight team. Snap has yet to prove it can turn Spotlight into a meaningful business.