"No group with out feedback": Snapchat's Highlight meets its inventive ambitions

Snapchat's Spotlight, launched on Monday, is similar in content and format to TikTok. But marketers say the star-making setup doesn't exist just yet, like the number of public followers and comments that an influencer economy can create and maintain in the app.

When sending a video on Snapchat, users can now send it to Spotlight. The posts are moderated by humans and use machine learning to ensure they adhere to Snap's content standards. If so, they can be viewed in Spotlight. The most successful Spotlight posts are eligible for a portion of the $ 1 million per day the company is offering to developers by the end of the year. But Snapchat, a previously friends and family-centered environment, raises a few eyebrows by encouraging content creators to go viral now.

"You could argue that this adds toxicity to a futile, superficial, overtly influencer culture," said Giselle Ugarte, marketing and communications director at Media Bridge Advertising (who has 100,000 followers on TikTok and 22,000 on Instagram). . “But for those who know the power of it and use the influence forever, this is an opportunity for people of different colors, ages, sizes, sexual orientations and population groups to receive a platform and bring it to the fore. Middle view of people they might not otherwise have met. "

“People longed for connections long before social distancing was our world's way of doing things,” she added, “to at least be able to put the creators in the spotlight and let them know how powerful they are to millions and millions Invest millions upon billions of dollars. "

Snap has benefited from an industry backlash against Facebook and other platforms that are considered too laissez-faire when it comes to hate speech and misinformation. While Facebook has been targeted by regulators, civil rights groups, and advertisers, 1,000 of whom boycotted the app in July, Snap has positioned itself as particularly brand-safe due to the lack of a central news feed. With Spotlight and working with the developers, Snapchat is converging with TikTok on the broader mass attraction space that social media marketers want to capture.

Investing in creators is key to achieving these marketing goals. However, according to sources, Spotlight is missing some things that are essential to the online creator's experience. Most of the users who appear in Spotlight don't have a public profile with previous videos or follower counts. While Verified Creators have a public profile to which you can subscribe, they are not currently the main body of people featured in Spotlight. For the creators, the number of followers serves as the basis for their payment.

"(Money) isn't the reason you post videos online," said Alessandro Bogliari, CEO of Influencer Marketing Factory. "It's because you want to become a phenomenon online, that you want to do personal branding, and that you want to become an influencer."

While Bogliari welcomes Snapchat's investment in Creators, he's skeptical that people will simply post on Spotlight to get the cash. Ultimately, he wonders what will happen when the funds run out.

Some established developers found early success with Spotlight. After a few days, Bogliari's client, Cam Casey, had 450,000 views on his first video on Spotlight. his second has about 200,000. It's unclear if Casey, who has 6.7 million followers on TikTok and 130,000 on Instagram, will get paid for these videos on Snapchat.

"I like how Snapchat is committed to paying the developers right away, which I think is important and motivating to get quality content out," said Casey.

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