- Spotlight aims to challenge TikTok
- Spotlight is aimed at broadening connections among Snapchat users
- Influencers could be paid some $1 million per day
Snapchat unveiled a new curated short-form video feed in a stepped-up challenge to social media rivals that feature a similar model. Especially TikTok. The new format called Spotlight will allow Snapchatters to see content from influencers and other members of the network popular with young smartphone users.
Spotlight is aimed at broadening the connections among Snapchat users by enabling anyone to create a video that gets distributed on the platform. It aims to encourage more users to create short-form video snaps. These snaps can be embellished with filters and augmented reality effects.
“We designed Spotlight to entertain our community while living up to Snapchat values, with our community’s well being as a top priority,” said a statement from Snapchat parent firm Snap Inc. announcing the new service.
Spotlight is being launched in the US, Canada, Australia, New Zealand, Britain, Ireland, Norway, Sweden, Denmark, Germany, and France, and in other markets later.
Others using similar short-form videos include Facebook-owned Instagram’s Reels and startups like Triller.
A New and Different Approach
Snap describes Spotlight as a “new consumption experience” for the social platform. Snapchat has an estimated 249 million active users at the end of September.
The company said the new offering could enable anyone to have their videos viewed by millions of users. Also, these users can potentially earn money from them. This opens up the process of becoming an “influencer” eligible for Snapchat’s funding of some $1 million per day.
Snap said that all videos on Spotlight would be reviewed by human moderators before being shown on the platform. This will be in contrast with rivals that use automated systems. Many rivals, in many cases also respond to inappropriate content or misinformation after the fact.
Another difference will be the lack of public comments on Spotlight. This will eliminate the need for moderation of abusive or unwelcome content.
Spotlight aims to become a personalized feed that will be curated by algorithms based on users’ viewing habits. a move following the lead of TikTok which has seen sizzling growth in recent months.
