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Snapchat Says That it Paid out More Than $250 Million to Spotlight Creators in 2021

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snapchat says that it paid out more than 250 million to spotlight creators in 2021

Snapchat has revealed that it’s paid out more than $250 million in payments through its Spotlight short-form content funding program in 2021, which hasn’t always been a perfect solution to win over creators, but has helped Snap generate more interest in its own TikTok-like option as it seeks to combat rising competition in the space.

Snapchat Spotlight

Snapchat first launched Spotlight in November last year, with the lure of paying out $1 million every day to Spotlight creators, to be divided between the top-performing clips. It’s since revised that down to a more vague ‘millions per month, and added more qualifiers to the funding. But even so, $250 million through 348 days of 2021 is a significant investment, with the funding shared between more than 12,000 short video creators.

That means that, on average, the Spotlight creators that have been paid through the program have made more than $20k each from their clips.

As per Snap:

We have been awed by the positivity of our community. Their talents, passions and unique perspectives are showcased on Spotlight every day, and it’s been exciting to see Snapchatters’ imaginations run wild while using Creative Tools. In fact, over 65% of Spotlight submissions use one of Snapchat’s Creative Tools or an augmented reality Lens.

In many ways, it’s been a winner for Snap, yet, as noted, it hasn’t always been smooth sailing, with Snapchat forced to revise the program in the middle of the year after creators complained that their payment amounts had significantly reduced over time, while they also reported delays in payments, and other issues, which had soured them on the experience.

Which is the opposite of the intended impact, with the program created to build stronger bonds with the creator community. Part of the problem here is that once Snapchat had implemented direct funding, creators quickly came to rely on that money, and when it sought to pull back on those funds, that had a direct impact on their income.

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Which highlights a key issue with direct funding programs, as opposed to a self-sustaining advertising or other creator eco-system. But maybe that initial push has still given Spotlight enough of a boost to help Snap fend off the rise of TikTok, and keep its users from migrating away to the latest trending app.

Really, it’s amazing to consider the impact that TikTok has had on the social media landscape.

Not only is TikTok now on track to reach 1.5 billion users in its own right, but the popularity of the platform has influenced the latest feature additions in almost every other social app. In fact, TikTok is arguably more influential than any other social media tool before it, and while replication has always plaid a role in product innovation and development, the continued shift towards full-screen, short form video is changing to UI of various tools, and may well be the biggest overall shift in consumption habits in the history of the medium.

In this sense, Snapchat’s Spotlight initiative likely can be considered a success, given the way TikTok has dominated usage trends, and become the platform of choice for many young users. By adding its own variation of the same, and paying popular creator, Snap’s likely laid the foundations for ongoing usage and interest, which has added another element to the app, which will keep it moving in line with these trends.

And it’s not done yet:

“In the year ahead, we’ll continue to offer a range of opportunities to meet the needs of creators as they entertain our community while growing their brand. And for our community, we’ll continue to make it even easier to follow and view content from your favorite creators – whether that be on Spotlight, Stories or Discover. Today, over 25 Spotlight creators are also syndicating their show on Discover, with more to launch in the coming months.”

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A new stream of creator content, new funding for creators, new avenues to discover talent. Is that worth $250 million? Probably, you would say, yes, and even with some teething problems, it seems that Snap may well be on a winner with its Spotlight approach.

Socialmediatoday.com

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.

The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.

According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.

Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.

Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.

The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.

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This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.

Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.

As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?

Only time will tell.

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Catering to specific audience boosts your business, says accountant turned coach

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Catering to specific audience boosts your business, says accountant turned coach

While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.

When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.

“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.

Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.

“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.” 

“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.

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“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.

Watch the video for more of Sandra Parker’s biggest lessons.

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Instagram Tests Live-Stream Games to Enhance Engagement

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Instagram Tests Live-Stream Games to Enhance Engagement

Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.

As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.

That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.

Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.

That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.

Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.

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Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.

We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.

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