Snapchat Looks to Shine the Spotlight on Some of the 4 Billion Snaps It Sees Daily


Over 4 billion Snaps are created every day, and Snapchat Monday unveiled a destination within its platform, Spotlight, where the best of those Snaps can earn money for the people behind them, whether they are professional creators or just everyday users.

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Spotlight is being rolled out Monday in Australia, Canada, Denmark, France, Germany, Ireland, New Zealand, Norway, Sweden, the U.K. and the U.S., with more markets on tap soon.

It can be accessed via the fifth tab on the right of the Action Bar navigation bar that was introduced at the Snap Partner Summit in June. That tab had previously been used for spillover from the application’s Discover content platform.

Snapchatters can choose to share Snaps they create to Spotlight, and the platform’s algorithms will surface the Snaps most likely to entertain users, based on their preferences and favorites.

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In addition to giving viewers the chance to see the best user-generated content they may not otherwise have come across, the people behind that content are eligible for their slice of roughly $1 million per day, to be awarded by Snapchat every day through year-end.

A proprietary formula determines each day’s recipients based on the total number of unique views for their Snaps compared with the performance of other Snaps on that day, and Snaps remain in the mix for 28 days after submission, meaning that their creators can be awarded more than once. Snapchatters must be 16 or older to qualify.

Snaps submitted to Spotlight must follow all of the platform’s guidelines in order to be eligible for payouts and, at least in the early stages of the feature’s existence, overtly political content will not be accepted. As is the case elsewhere on Snapchat, misinformation will not be permitted.

Any publicly shared user-generated content will undergo moderation prior to being amplified broadly in order to ensure that it does not contain bullying, harm, harassment, hate speech, impersonation, sexually explicit content or violent content.

Snap said it will notify Snapchatters within one week of their Snaps are deemed eligible for payment.

The platform also took steps to ensure the privacy and safety of users who opt to take part in Spotlight.

Snaps are featured without information on the users who submit them, so Snapchatters browsing the content have no way of knowing who is behind it or contacting them. And there are no public comments on Spotlight.

All content that is featured on Spotlight will be moderated by humans, and users will only see Snaps that are appropriate for their age group. Public profiles will be age-gated to Snapchatters 18 and over to eliminate the risk of strangers being able to find younger users via Spotlight.

Users under 18 cannot send direct replies, and Snapchatters can moderate the direct replies they receive by adding custom lists of words they do not wish to see.

There will not be ads on Spotlight in its early stages, but Snap did not rule out introducing them in the coming months, saying that brands will have placement control, meaning that they can choose to run their Ads in Spotlight, but ads will not automatically be placed in the section.

When Snap Ads do come to Spotlight, they will appear as they do on the rest of the platform: full-screen and with no public comments.

Snap Inc.

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