Snapchat guardian Snap on Tuesday introduced that it had paid over $250 million (roughly Rs. 1,900 crore) to greater than 12,000 creators growing content material for Highlight globally over the previous yr. The Highlight characteristic was launched final yr as an in-app competitor towards TikTok and Instagram’s Reels. It permits Snapchat customers to create brief movies utilizing preloaded instruments. Highlight debuted in India March this yr, and the corporate claimed that the day by day Highlight story view time has quadrupled since debut.
Highlight creators globally are posting content material thrice as typically than they have been when the characteristic was launched in November final yr, Snap mentioned in a press notice. The Santa Monica, California-based firm additionally claimed that over 65 % of Highlight submissions used certainly one of Snapchat’s artistic instruments or an augmented actuality (AR) lens.
The $250 million funds have been collectively paid to international creators via Highlight programmes. Among the many rewarded Snapchat creators, Snap mentioned that Indian nationals and creators together with Neha Malik and Nilam Parmar from Mumbai, Akshat Amitesh from Gurugram had earned via the Highlight Rewards Programme. The precise quantity earned by Indian creators was not revealed, although.
“We’re in awe of the fervour and creativity our creators showcase on Snapchat every day,” mentioned Jim Shepherd, World Head of Expertise Partnerships, Snap, in a ready assertion. “We’re dedicated to assembly the wants of all creators – listening to their suggestions and supporting their enterprise and viewers development — all whereas maintaining Snapchat a optimistic platform the place creators will be their genuine selves.”
Snap additionally mentioned that it was persevering with to see extra creators leveraging its content material and product choices to develop their viewers and construct companies on Snapchat. It additionally famous that over 25 creators who construct content material for the Highlight characteristic are syndicating their present for the app’s Uncover part.
The corporate additionally promised to proceed to convey “a spread of alternatives” for its creators to allow them to entertain customers via Snapchat whereas rising their model. On the time of worldwide launch final yr, Snap dedicated to distribute over $1 million (roughly Rs. 7.59 crore) each day to Snapchatters creating content material for Highlight. The prime goal via financial rewards appears to retain its creator base and make them keep on with Snapchat for his or her content material.
Nevertheless, Snap is not alone in that area of paying prime content material creators to persuade them to make use of its platform. Meta in July this yr introduced that it’s going to spend $1 billion (roughly Rs. 7,590 crore) on social media creators via 2022 to influence them to construct content material for Fb and Instagram. That transfer was seen as a aggressive step by the Menlo Park, California-headquartered firm to woo creators who’ve massive fan followings on platforms together with YouTube and TikTok.
Final yr, TikTok additionally promised to spend a whopping $2 billion (roughly Rs. 15,180 crore) to assist creators over the course of three years.