Snapchat is making a renewed push to attract creators onto its platform with the expansion of its revenue sharing program and the introduction of new public-facing features. The app’s mid-roll ad program, which enables Snap Stars to earn money from their Stories, was introduced last year, and now creators with at least 50,000 followers, 25 million monthly views, and 10 Stories posts per month can participate in the program. Additionally, the app has added public-facing profiles and Stories for users over the age of 18, which can contain both private and publicly viewable content, along with analytics and other metrics.
The revenue sharing program is the latest effort by Snapchat to compete with rival social media platforms such as TikTok and Instagram in attracting and retaining creators. While Snapchat has been historically focused on user-generated content rather than influencer marketing, the company is now pivoting towards creator incentives in order to keep pace with its rivals.
Calling all creators! With our new Stories Revenue Share Program, eligible creators can now get rewarded for sharing Stories on Snapchat. #SnapPartnerSummit pic.twitter.com/4rwzDAkGbu
— Snapchat (@Snapchat) April 19, 2023
The new features and revenue sharing program are expected to benefit both established and emerging creators, with sharing in ad revenue being the preferred payment method for most top creators. The company’s music-focused creator fund and payment for popular Spotlight content will continue to be available, providing creators with multiple options for monetizing their content.
Snapchat’s public-facing profiles and Stories mark a notable departure from the app’s origins as a messaging platform for close friends. However, the company has recognized the importance of catering to both private and public content in order to compete with other social media platforms. By blurring the lines between public and private content, Snapchat hopes to provide a pathway for users to become successful and well-paid creators while still maintaining its core messaging functionality.
