Snapchat challenges TikTok with curated video feed

Yolanda Curtis
November 23, 2020

What is less clear is how much appetite there is for this type of content within Snapchat, and whether the company can turn it into something that has a chance of being something like an actual TikTok competitor.

Snap Inc, the U.S. company behind Snapchat, said it is lowering the threshold for people to be able to monetise videos - a luxury usually only afforded to "influencers" with millions of followers. It doesn't matter if this person has a large number of subscribers.


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 a few times. A share of the total prize money will be given to users on a daily basis whose video goes viral on the platform.

Spotlight is live in the US, Canada, Australia, New Zealand, the UK, Ireland, Norway, Sweden, Denmark, Germany, and France. Videos can be up to 60 seconds long, giving users plenty of flexibility to get creative.


Some celebrities and other influencers already have "public" Snapchat accounts, which means that other users can search for and view their Stories. Snapchat determines popularity by unique views, so as long as new eyes are viewing your content, you have an opportunity to earn part of Snapchat's $1 million pot. Anyone can submit a screenshot, they will just have to click "Spotlight" upon publishing to make sure it populates the section.

It works like this: Create a video Snap, tap the "Send To" button, select the new Spotlight option at the top of the screen, and then tap Send. Defined by default, spotlights will have limited reach to user followers as a configuration, and can be changed for public viewing according to the profile preference. But the app lacks a summary of these shots yet. Its formula may also be adjusted from time to time. However, in the case of Instagram, it clearly allows people to bring their TikTok content to the platform.


Snap shares have nearly tripled this year to a record US$45.38 earlier this month as young people turn to Snapchat to message friends videos during the coronavirus. Now, it's a TikTok video.

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