A unified revenue program will pay for content posted to Stories and the Spotlight discovery feed.
Snapchat is making waves in the creator economy with a major overhaul of its monetization strategy. The platform has announced a unified monetization program designed to streamline how influencers and content creators earn money. This new initiative is set to bring Stories and Spotlight, Snapchat’s TikTok-like video discovery feed, under a single monetization umbrella, transforming the way creators generate revenue on the platform.
What’s Changing?
Previously, Snapchat’s monetization structure was fragmented. Stories—the platform’s original content-sharing format—and Spotlight—its answer to short-form viral videos—operated with separate earning programs. Now, these two revenue streams are being merged into one cohesive program, simplifying the process for creators. Under this new structure, influencers will earn ad revenue from eligible Stories and Spotlight posts, unifying earnings across the platform.
The New Benchmarks for Earning
This isn’t just a simple integration—it’s a significant shift in how creators qualify for monetization. To participate in the program, creators must meet the following eligibility criteria:
- Follower Count: A minimum of 50,000 followers.
- Engagement Metrics: Either 10 million Snap views, 1 million Spotlight views, or 12,000 hours of watch time within the last 28 days.
- Consistency: Creators must post at least 25 times per month to saved Stories or Spotlight, and they need to be active on public Stories or Spotlight for at least 10 days out of the last 28.
These thresholds mark a notable increase compared to the previous requirements. For instance, under the old rules, Spotlight creators needed only a public profile, 1,000 followers, and 10,000 video views to start earning.
Why the Change?
Snapchat’s decision to unify its monetization strategy mirrors broader trends across the social media landscape. Platforms are increasingly focusing on rewarding creators who drive sustained engagement and deliver high-quality content. By setting higher benchmarks, Snapchat aims to attract serious creators while ensuring advertisers get maximum value from their ad placements.
This move also places Snapchat in direct competition with other social media giants like TikTok and YouTube. TikTok recently introduced a consolidated creator program that prioritizes videos over one minute in length, while YouTube’s Shorts creators now earn through ad revenue—a clear attempt to rival TikTok’s dominance in the short-form video space.
Testing and Rollout Timeline
Snapchat is currently testing the unified monetization program with a select group of creators. The platform plans to roll it out to all eligible users on February 1, 2025. This phased approach allows Snapchat to gather feedback, fine-tune the program, and ensure a seamless experience for creators when the initiative goes live.
How Does This Compare to Other Platforms?
Snapchat’s move reflects a broader industry shift toward simplifying and scaling monetization options for creators. Here’s how it stacks up against other platforms:
- TikTok: TikTok’s revamped creator program focuses on longer videos, with monetization opportunities tied to ads and premium content. This approach encourages creators to produce engaging, in-depth videos.
- YouTube Shorts: YouTube introduced ad revenue sharing for Shorts, providing a more sustainable income model for creators while competing directly with TikTok.
- Instagram Reels: Instagram has also leaned into short-form video monetization but remains fragmented in comparison to YouTube and TikTok.
Snapchat’s unified program sets it apart by incentivizing creators to use both Stories and Spotlight, fostering a more dynamic and versatile content ecosystem.
Opportunities and Challenges for Creators
While the new program opens up exciting opportunities for serious creators, it also raises the bar significantly. The higher eligibility thresholds and consistent posting requirements may prove challenging for smaller or emerging creators. However, for those who meet the criteria, the potential rewards are substantial, with streamlined earnings across multiple content formats.
Snapchat’s unified monetization program signals its commitment to growing its creator economy and staying competitive in the ever-evolving social media landscape. By encouraging creators to engage more deeply with their audience, Snapchat is positioning itself as a key player in the race for creator loyalty and ad dollars.
As the February 2025 launch approaches, all eyes will be on how this new strategy unfolds and whether it successfully attracts top-tier talent while fostering a thriving creator community. For now, one thing is clear: Snapchat is upping its game, and creators who rise to the challenge stand to benefit in a big way.
