Snap overhauls creator monetization, raises performance bar
Snap's revamped program boosts ad opportunities with higher-quality content, a growing audience, and the chance to capture TikTok's users.
Snap is shaking up how creators make money on its platform. The company announced a new program allowing influencers to earn ad revenue from Spotlight videos—its TikTok-style feature—provided the videos are at least one minute long.
What’s changing. The update simplifies Snap’s monetization offerings across Spotlight and Stories, which first introduced revenue sharing. As part of the transition, the following changes will take place:
- End Spotlight Reward Program on Jan. 30.
- New program to launch Feb. 1.
- Only videos 1 minute or longer will be monetized.
Performance threshold. New eligibility requires:
- 50,000 followers.
- Post at least 10 days out of the last 28.
- 25 monthly posts.
- 10 million Snap views or 1 million Spotlight views or 12,000 hours of view time in 28 days.
Why we care. Snap’s revamped monetization program is driving higher-quality, longer-form content on Spotlight, increasing engagement opportunities with a growing audience (up 25% year-over-year). With clearer creator incentives, Snap fosters better partnerships, making it a compelling platform for impactful campaigns.
Bottom line. As TikTok’s future remains uncertain, Snap is betting that tighter rules and expanded monetization will draw serious creators to its platform — and help Spotlight take off.
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In 2008, Anu's career started with delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.