Snapchat Expands Creator Monetization Amidst TikTok’s Potential U.S. Ban
Snapchat is launching an expanded creator monetization program on February 1st, a move that comes just days before a potential tiktok ban in the United States. This strategic expansion aims to capitalize on the shifting landscape of the short-form video market.
The new program unifies monetization across Snapchat’s platforms. While Snapchat already offers monetization for Stories, primarily shared among friends adn followers, the expansion includes Spotlight videos. Spotlight content, designed for broader reach across the platform, bears a closer resemblance to TikTok’s format, positioning Snapchat as a direct competitor to TikTok, Instagram Reels, and YouTube Shorts.
Snapchat boasts a significant user base and engagement. The company reports a 25 percent year-over-year increase in total viewing time, with Spotlight reaching over 500 million monthly active users.
To be eligible for the expanded monetization opportunities, creators must meet specific criteria: at least 50,000 followers, a minimum of 25 posts per month, and attainment of a defined viewership metric. Snapchat has published the complete eligibility requirements on its website.
Beyond creators, Snapchat is also marketing this expansion to advertisers, presenting it as “a new opportunity to reach our community through high-impact placements.”
The rise of creator-driven content has fundamentally reshaped the entertainment industry.Platforms like TikTok, YouTube, Snapchat, and Instagram have become central hubs for trends and short-form entertainment, particularly among younger demographics (under 30).
This aggressive monetization push by Snapchat could considerably impact the creator economy. With TikTok facing a potential ban, the timing is crucial. The outcome of the potential ban, which could occur as early as January 19th, remains uncertain, pending potential intervention from the U.S. Supreme Court.
The potential ban of TikTok hangs over the entire short-form video market, creating both uncertainty and opportunity for competitors like Snapchat. The success of Snapchat’s new program will depend on its ability to attract and retain creators, offering a viable alternative to the popular, yet potentially imperiled, TikTok platform.
Snapchat’s
Move into Creator Monetization: Exploring the Landscape
Today we’re joined by dr. Sarah Williams, an expert in social media trends and digital marketing, to discuss the news of Snapchat’s expanded creator monetization program. Dr. Williams, welcome to World Today News!
dr. Sarah Williams:
Thank you for having me. I’m happy to be here to talk about this exciting development.
Senior Editor, World Today News:
Snapchat’s proclamation
definitely comes at an engaging time, given the potential US ban on TikTok. What are your thoughts on the timing of this move?
Dr.Sarah Williams:
The timing is certainly strategic. Snapchat
clearly sees an chance to attract creators who may be looking for an alternative platform should TikTok become unavailable in the US. The expanded monetization program makes Snapchat a more attractive proposition for creators who rely on these platforms for income.
Senior Editor, World Today News:
Can you elaborate on
what this new program entails and how it
differs from Snapchat’s previous monetization offerings?
dr. Sarah Williams:
Previously, Snapchat primarily offered
monetization thru Stories, which was largely focused on content shared with friends and followers. The new program extends monetization to Spotlight, which is Snapchat’s platform for short-form videos designed for wider reach.
This positions Snapchat more directly as a competitor to TikTok, Instagram Reels, and YouTube Shorts.
Senior Editor, World Today News:
In terms of creator eligibility,
what are the key requirements Snapchat has set?
Dr. Sarah williams:
Snapchat has outlined some specific criteria.
Creators need at least 50,000 followers, a minimum of 25 posts per month, and they need to reach a certain viewership threshold, which Snapchat has
outlined on its website. This ensures that
only creators with a sizable and engaged audience can participate.
Senior Editor, World Today News:
Do you think this
move could substantially impact the creator economy?
Dr. Sarah Williams:
Absolutely, potentially.
With TikTok facing a possible ban, creators are looking for safer havens. Snapchat’s expanded program, combined with its existing user base, could make it a very appealing option.
How this plays out, however, depends on whether Snapchat can effectively attract and
retain creators.
Senior Editor, World Today News :
what are
some key things we should be watching for as
this plays out?
Dr. Sarah Williams:
Firstly, how many creators actually
migrate to Snapchat’s platform and take advantage of this new program. Secondly, how much engagement do these creators see on Snapchat
compared to platforms like TikTok.
And lastly,
how Snapchat navigates this potential shift
in the short-form video landscape—
whether TikTok remains or goes.
Senior Editor, World Today News:
Dr. Williams, thank you so much for
sharing your expertise with us today!
It’s certainly a dynamic and fascinating time
in the world of social media.
