“Snapchatters are some of the most expressive and creative mobile storytellers in the world and Spotlight gives them an opportunity to share their creations broadly,” the company said in a news release yesterday. “With over 4 billion Snaps created each day, Spotlight empowers the Snapchat community to express themselves and reach a large audience in a new way.”
Snap intends to seed its new feature by essentially launching a virtual talent search; it will offer a daily pool of more than $1 million to be paid out to makers of the most popular submissions until at least the end of the year. That could give it a competitive edge over TikTok, which has surged in popularity during the pandemic, and Instagram, which also recently launched a similar in-app feature called Reels.
Yet expanding the ability of user-generated content to go viral could open up Snap to familiar political headaches.