This year, Snap finally caught user-generated content fever: In 2021, the company has paid out more than $250 million to more than 12,000 creators through its Snapchat Spotlight programs. Of course…
Snap has yet to prove it can turn Spotlight into a meaningful business. 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.
Today, according to the company, Spotlight creators post three times as often to the section than they were when it launched a year ago. In addition, more than 65% of Spotlight submissions use one of Snapchat’s creative tools or one of its augmented reality Lenses. Snap also has turned to top Spotlight creators to develop shows for syndication on Snapchat Discover, alongside Snap originals and shows from the likes of ESPN’s “SportsCenter” and BuzzFeed. The company has greenlit Discover shows from 25 Spotlight creators, giving them a new format and distribution channel, higher production values and a share of ad revenue.
Nicky and Pierre first attracted an audience on other platforms, including Instagram, YouTube, TikTok and OnlyFans.
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