The creator Economy is still a "winner takes all" economy where a couple of creators make extremely outside returns relative to their peers.
A month ago, Snapchat launched its new feature "spotlight" to tackle this challenge.
A 19yo TikToker named Cam Casey made 2.7M$ in less than a month thanks to Snapchat's new feature.
Cam Casey explained that by uploading 100 videos/day, one each 5mins, he made 1.5M$ in his third week using Spotlight, with 70 of his videos ranked in the top 100 videos on Spotlight. Snapchat pays the creators of the 100 videos with the more views submitted to Spotlight each day.
A successful video on Spotlight is made up of a combination of high watch time, likes, screenshots and shares.
Here are some tips for succeeding on Spotlight (Source):
Hashtags are critical
We recommend loading up the content with as many relevant hashtags as possible. You can currently add up to 100 hashtags on a Spotlight submission, but it's not recommended to go overboard. Videos submitted with unrelated hashtags have a higher chance of being rejected.
Use native snapchat features
Native Snapchat text added to the video most likely provides additional context for the video in the Spotlight algorithm. Most videos you come across in the Spotlight feed have Snapchat text added or other native Snapchat features.
Don't overdo it
Viral moments captured on camera and creative content creators are going to have an advantage here. Content that is overproduced does not seem to be featured prominently in the Spotlight feed.
Don't disqualify yourself
The content moderation is real. Nothing with outside music, copyrighted footage, TikTok logos, Instagram fonts, Boomerangs, or identifiable Superzoom effects will be accepted. If it is easily identifiable as content made for another platform, it will most likely get rejected.
Don't give up
While Snapchat limits how frequently you can submit there does not appear to be a penalty for how many Snaps you submit to Spotlight.
With this type of story, Snap might win his bet to build an engine to create a culture that benefits thousands of people rather than hundreds. I hope it will encourage other creators to seize the opportunity.
Do you think they can have a long-lasting impact and help building the middle-class of the Creator Economy ?