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New Snapchat feature will pay creators for ads placed within their stories

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Snapchat

Highlights:

  • Snapchat stories ads will generate revenue for creators.
  • When an ad is placed within a Snap Story, Snapchat will share the revenue with the creators.
  • Revenue share is based on metrics like posting frequency and engagement.

Snapchat is introducing a new way for creators of the app to earn money. The platform is testing mid-roll ads that appear in the Stories of a small group of creators, with a wider rollout happening in the coming months. When an ad is placed within a Snap Story, Snapchat will share the revenue with the creators. The company says the revenue share is based on a formula that takes into account metrics like posting frequency and engagement.

With the competition for attention heating up, every social app is now looking to win over creators, in order to get them posting as much as possible, which will ultimately keep more users engaged, more often, and keep them coming back to their platforms to check in on the latest creator updates.

Snapchat adding another new monetization opportunity for Snap creators

The feature is currently available to Snap Stars, who are verified creators with large followings on the app. A Snap Star account on Snapchat is indicate by a gold star. Snap CEO Evan Spiegel told investors earlier this month that users are spending less time posting and viewing stories and instead of watching content on Spotlight, Snapchat’s TikTok equivalent.

Snapchat has been implementing a lot of ways to allow users to generate revenue out of the content they create on the platform. Before this, the company had announced a large amount of $1 million payouts per day for creators in 2020. Now, the company is paying millions to popular creators on the platform who are making Spotlight videos. In 2021, Snapchat has given more than $250 million to creators.

With this test, Snapchat is attempting to combine the models of both creator funds and revenue sharing. It would seem that inserting ads into Stories would be more directly attributable to each creator’s performance, as the view counts are specific to that Story. But Snap looks to be taking a unique approach to its funding – which could, potentially, be of more benefit to creators. Or maybe not – we don’t know because it’s unclear what, exactly, Snap will factor into its calculations.

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