Snapchat launches a new creator Monetization
Program
The new program makes it easier for top creators to earn, but this comes at the expense of new creators.
Snapchat is combining its Stories and Spotlight monetization programs.
It is also significantly raising the creator eligibility requirements.
The update foreshadows a future where the top creators earn the lion's share of revenue.
Unless you’re between the ages of 15 and 25, you’re probably not very plugged into Snapchat. But, with 900M users, the photo messaging app is quietly the ninth-largest social media network in the world.
Accordingly, they also have a healthy creator economy. Some creators, like Kate Feeney and Sarah Callahan, are even making millions of dollars.
Now, Snapchat is making it easier for these top creators to earn a living…while making it harder for a new creator to get started.
The update introduces what Snapchat calls a unified Monetization Program. Basically, Snapchat creators can post to two different channels in the app: Stories and the TikTok-like Spotlight which has grown 25% in the last year. Under the previous system, these channels were monetized separately. Now, they will be monetized together.
However, the Spotlight video has to be over a minute long to qualify, continuing an industry trend toward long-form videos.
This is great news for the most popular creators, but it’s less than ideal for anyone aspiring to get in on the action. That’s because Snapchat also updated its eligibility requirements:
At least 50,000 followers.
At least 25 posts per month to Stories or Spotlight.
A Story or Spotlight post on at least 10 of the previous 28 days.
At least 10M Snap views, 1M spotlight views, or 12,000 hours of view time in the previous 28 days.
Considering that creators previously needed just 1,000 followers, 10,000 unique video views, and a public profile to earn from Spotlight, this is a pretty significant raising of the bar.
The new program will begin on February 1, 2025, so if you want some of that sweet Snap cash, it’s time to start posting.
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I swear, none of these companies would do a damn thing if X/Twitter didn't do it first.