Snapchat Spotlight Paid More Than $250 Million To Creators In 2021 – Variety

This yr, Snap lastly caught user-generated content material fever: In 2021, the corporate has paid out greater than $250 million to greater than 12,000 creators by means of its Snapchat Highlight packages.

In fact, Snap’s whole payout is tiny in contrast with YouTube, the 800-pound gorilla within the digital creator economic system: In keeping with YouTube, over the three-year interval from 2018-20, it paid greater than $30 billion to creators, artists and media corporations.

And Snap truly dialed again its payouts for Highlight. When it first launched the TikTok-style video function in November 2020, the corporate mentioned it could shell out upwards of $1 million per day in total among Spotlight contributors with top-performing videos. If it had stored up that tempo, Snap would have paid, properly, $365 million or extra to creators in 2021. In keeping with Snap CEO Evan Spiegel, the corporate lowered total Highlight funds to discourage people from creating viral, one-off copycat videos.


Snap has but to show it may well flip Highlight right into a significant enterprise. However the firm’s funding within the platform reveals it's dedicated to assist creators of all types meaningfully develop their audiences and construct a enterprise, mentioned Sam Corrao Clanon, director of content material who leads the Snapchat Highlight crew.

“Content material and short-form video is a really aggressive area proper now,” he mentioned. “For us, the problem has been, how can we make one thing distinct and complementary in worth.”

In contrast with rivals — TikTok,

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