SANTA MONICA – Snapchat has launched its latest feature called Spotlight – a recreation of the immensely popular Chinese social media platform, TikTok, in a bid to attract users back and revive its previous fortunes.
Although Snapchat previously showcased videos, Spotlight now makes auto-playing user-created videos a prominent feature of the app, allowing viewers to browse through by swiping up or down. An algorithm suggests content based on user preference but also allows them to delve into a specific topic.
To sweeten the deal further, Snapchat has promised to invest serious capital behind its latest project. It is allowing creators a chance to monetize their videos, promising to pay up to $1 million per day for the platform’s most popular content. Monetization is one key aspect missing from TikTok – something creators have rallied for in the past.
Other differences include the ability to upload videos without a username or handle, and the lack of a comments section. Spotlight does not allow watermarked videos in an effort to discourage reloads of Tiktok content, something that has plagued Instagram’s Reels since its launch.
Snapchat is an American multimedia platform that allowed users to post pictures and videos, with its key feature being that content is available only for a limited time. The platform, founded in 2011, rose in popularity between 2014 and 2018 until its growing user base plateaued as a result of Instagram and Facebook launching similar features on their apps.