Now, Snapchat is the one doing the copying.
On Monday, Snapchat unveiled a new section of its app called “Spotlight,” which could be seen as a twist on features from the popular short-form video app TikTok. Snapchat describes Spotlight as “a new entertainment platform for user-generated content within Snapchat.” The hub will surface the “most entertaining” Snaps from its user community and it will be personalized to people’s individual interests over time.
It should, as the feature resembles TikTok’s “For You Page,” the main place where people browse content on the platform, which has been lauded for expertly curating content to a user’s personal interests. TikTok also pulls in videos from both big social media stars and users with small followings. Like on TikTok, Snapchat’s Spotlight lets users create or upload a video, add captions, use special effects and add music or original sound.
Snapchat users don’t need a public account to be featured in Spotlight. The company said it will moderate every Snap before it makes it to Spotlight, through a combination of human review and its automated systems. Spotlight’s algorithm will take into account the amount of time spent watching a video, if it’s “favorited” or if it’s shared with friends, as well as negative factors such as someone skipping a video. True to Snapchat’s ethos, there won’t be public comments on Spotlight Snaps.
As an incentive for content creators — and average users — to submit their Snaps for consideration, Snapchat will distribute $1 million each day to those who make the most entertaining Spotlight Snaps. The company said rewards will be available at least through the end of the year, and users must be 16 years or older to qualify. While Snapchat wouldn’t share how much an individual person could make from a Spotlight Snap, it said the earnings would be “significant.” The company said earnings are determined by a “proprietary formula” that rewards a Snapchatter largely based on the total number of unique video views the Snap got in a given day compared to other posts.
Spotlight will initially be available in 11 markets starting Monday, including the US, Canada, Australia and the UK, but will expand to more places soon.