Snapchat Revamps Creator Monetization to Compete with TikTok and YouTube

[katharine]

In a move to strengthen its position in the competitive social media landscape, Snapchat is overhauling its creator monetization program. The platform, which has faced fierce competition from TikTok and YouTube Shorts, is now rolling out a unified revenue model that will allow creators to earn money from ads in both Stories and Spotlight posts. This update, set to go live on February 1, 2025, marks a significant shift for Snapchat as it seeks to attract more content creators to its platform.

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For years, Snapchat's monetization efforts were split between its two key content formats: Stories and Spotlight. Stories were designed for more personal, friend-oriented content, while Spotlight featured public, short-form videos aimed at attracting a broader audience. Now, Snapchat is merging the two revenue streams, so creators will have the chance to earn from both formats. This change is expected to make Snapchat a more attractive platform for influencers, who can now earn money from a wider range of content.

Julieanna Goddard, a prominent influencer known as YesJulz, has been vocal about the earnings potential on Snapchat. She revealed on social media that she brings in thousands of dollars from posting content just 10 to 15 days each month. Her success story is a testament to the lucrative opportunities available to creators on Snapchat, especially with the new changes to monetization.

The platform's Spotlight feature, which launched in 2020, has seen impressive growth, with Snapchat reporting a 25% year-over-year increase in viewership. More than 500 million users now engage with Spotlight content each month, and the number of creators posting publicly has tripled over the last year. These numbers underscore the growing influence of Spotlight as a key player in the short-form video market, alongside TikTok and Instagram Reels.

To qualify for the new monetization program, creators must meet more stringent criteria than before. The requirements now include a minimum of 50,000 followers and one of the following: 10 million Snap views, 1 million Spotlight views, or 12,000 hours of watch time in the past 28 days. Creators must also post regularly, with at least 25 posts per month, including activity on at least 10 of the last 28 days. These stricter requirements reflect Snapchat's desire to support higher-quality content and more dedicated creators.

Another key change is the new length requirement for Spotlight videos. Previously, creators could monetize shorter videos, but now Spotlight videos must be at least one minute long to qualify for revenue. This aligns with broader trends in the creator economy, where platforms like TikTok and YouTube Shorts have introduced similar changes, requiring longer videos for monetization. These shifts are designed to encourage creators to produce more engaging, longer-form content that keeps viewers watching.

Snapchat's expanded monetization program puts it on par with other platforms that are increasing their revenue-sharing models. With TikTok and YouTube both offering similar opportunities for creators, Snapchat's update could attract new influencers looking for additional ways to earn money. By combining revenue from both Stories and Spotlight, Snapchat is positioning itself as a viable platform for content creators to thrive.