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The 18-year-old influencer Katie Feeney, who has 5 million TikTok followers, has made over $1 million from Snapchat since she began to use the app’s new short-form-video feature, Spotlight, at the end of November.
Feeney’s Spotlight posts are similar to what she posts on TikTok and Instagram: videos of herself unboxing products, dancing, and making funny videos with friends, some of which she repurposed from her camera roll or other social-media accounts.
When she got a notification from Snapchat that she had earned over $200,000 from her first week of posting to Spotlight, she was shocked. But now, she’s earned over $1 million (it will be paid in installments).
Feeney isn’t the only Spotlight user to make over a million, though most creators are earning far less.
When the TikTok-like feature first launched, Snap announced that it would pay out a total of $1 million a day to creators whose video adhered to its content guidelines and performed well according to its engagement algorithm. In the first six weeks after Spotlight’s release, Snap paid $42 million to over 2,000 users (the company has 265 million daily active users and 100 million monthly active Spotlight users).
Snap’s push into paying creators to post content mirrors a similar effort by TikTok, which launched a $1 billion fund for its users in July. So far, payouts from Snap have been larger, some creators told Insider.
“It’s more lucrative,” said Max Levine, COO at Amp Studios, an LA content studio that represents internet stars like Brent Rivera, Ben Azelart, and the Stokes twins. Levine said the creators he represents have been earning between four and five figures from Spotlight each week. “If your content does well, it’s going to get rewarded. You’re kind of incentivized that way.”
Kevin Parry, a stop-motion animator and visual effects artist with 1 million followers on Instagram and TikTok, earned a four-figure payout from Spotlight. He films short vertical videos for Instagram Reels, YouTube, and TikTok, and he first began posting videos to Snapchat in December.
He said one of the videos he posted at the end of December earned $4,998, although he has not been paid out yet. Insider verified these rates with documentation provided by Parry.
Snapchat hasn’t said the average rate it’s paying each Spotlight creator. It’s evident from what the company has shared that the majority of its users aren’t getting paid millions. And it’s unclear whether Snap’s sizable payouts are a temporary stunt to draw attention to Spotlight or the start of a long-term commitment to invest in its creators (the company only committed to make payments through the end of last year).
Creators who have received million-dollar payouts aren’t taking anything for granted.
“This won’t last forever,” said Cam Casey, a 19-year-old social-media creator who has made over $3.5 million. “We are just taking advantage of it while here and just trying to do the most with it.”
Read more: Snapchat is minting overnight millionaires with its TikTok competitor but creators …read more
Source:: Businessinsider – Tech
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