Snapchat Launches Streamlined Creator Monetization Process

Snapchat’s integrating its monetization pathways for creators, by adding Spotlight videos into its Stories revenue share program, which will make it easier for creators to get paid for their various outputs.

Snapchat launched its Stories revenue share program back in 2022, which enables eligible creators to generate income from their content via mid-roll ads that are inserted between Snapchat Stories. It expanded access to this last year, by lowering the thresholds for entry (Snap creators with over 50,000 followers, 25 million views, or 12,000 hours of cumulative view time/month qualify for the initiative). And now, Spotlight videos will also be able to generate income via the same approach.

As explained by Snapchat:

“Beginning February 1, 2025, eligible creators will officially be able to monetize both Stories and Spotlight videos under a new, unified Monetization Program.  By simplifying our monetization efforts, we are empowering creators to get rewarded for both their Stories and Spotlight videos, making it even easier for them to maximize their rewards.”

Spotlight creators will have to meet similar entry requirements, with at least 50k followers, and 12k hours of cumulative view time in the preceding 28 days, in order to qualify for monetization.

Though there are some alternative and additional qualifiers as well:

• Spotlight creators need to post at least 25 times per month
• They have to have posted to either Spotlight or Public Stories on at least 10 of the last 28 days
• They need to have generated at least 10 million Snap views, and/or a million Spotlight views in the last 28 days (or the above-noted 12k hours total watch time)

So, some pretty steep requirements here, and if you’re spending this much time building your presence in the app, you should be able to monetize your efforts.

The integration will help Snap move away from its Spotlight Bonus program, which initially saw the platform paying out a million dollars every day for the best-performing clips in the app.

That drove more participation, but evolving requirements and qualifications, and growing competition for attention, saw many creators grow disillusioned with the scheme, as their payments steadily decreased. Snapchat has since altered the Spotlight Bonus program into a monthly payout offering instead, which has further reduced how much income creators can generate from their short clips.

The integration of its Stories and Spotlight programs should make this a much more straightforward proposition for Snap creators, providing more opportunities to make money in a more sustainable and equitable way.

And with Spotlight clips continuing to generate engagement in the app (Snap says that the Spotlight feed has had 500 million monthly active users on average this year, versus the app’s 850 million total MAU), it could facilitate new opportunities, and new potential, both for creators and brands looking to reach this audience in the app.

And if Snap can get more creators posting more exclusive content to the app, more often, that could also help it to build on its audience interest.

You can learn more about the updates Snapchat creator monetization program here.