Snapchat's new revenue stream: How influencers will now make money?

To meet eligibility, creators need 50,000 followers and one of these: 10M Snap views, 1M Spotlight views, or 12,000 watch hours.

In a significant update from Snapchat Inc. that's poised to reshape how creators monetize their content: a unified revenue program set to launch on February 1st, 2025. This isn't just a minor tweak; it's a strategic move that consolidates earning opportunities across Stories and Spotlight, Snapchat's answer to the short-form video craze.

For years, Snapchat's monetization system has been fragmented. Earnings from Stories lived in one silo, while Spotlight operated under a separate program. This created complexities for creators looking to maximize their revenue streams. Now, Snapchat is simplifying the process, bringing both platforms under one umbrella. This unified approach means influencers will earn revenue from ads placed within their eligible Stories and Spotlight posts, streamlining payouts and providing a more holistic view of their earnings potential.

This unified program is currently undergoing rigorous testing with a select group of users to iron out any kinks before its widespread release. This controlled rollout is a smart move, ensuring a smoother transition for all creators come February 1st.

The Road to Monetization: New Eligibility Benchmarks

While the unification of revenue streams is a welcome change, Snapchat has also adjusted its eligibility requirements for participation. These new benchmarks are designed to ensure that the program rewards creators who consistently produce high-quality, engaging content and have built a substantial audience. Here’s what creators need to achieve to be invited to the program:

• Audience Size: A minimum of 50,000 followers. This reflects Snapchat's focus on rewarding established creators with a dedicated following.
• Engagement Metrics: Creators must achieve one of the following engagement milestones within the last 28 days:
  • 10 million Snap views
  • 1 million Spotlight views
  • 12,000 hours of watch time

These numbers are significantly higher than the previous requirements, especially compared to the old Spotlight program, which had much lower barriers to entry (like just 1,000 followers and 10,000 video views). This shift suggests Snapchat is prioritizing quality over quantity, encouraging creators to focus on developing content that truly resonates with their audience.

• Consistent Posting Schedule: Maintaining a regular posting cadence is crucial. Creators need to:
  • Post at least 25 times per month to saved Stories or Spotlight.
  • Post to Spotlight or public Stories on at least 10 of the last 28 days.

This emphasis on consistency rewards creators who actively engage with the platform and provide their followers with regular content.

A Wider Trend in Creator Monetization

Snapchat's move isn't happening in isolation. We're seeing similar trends across other major video platforms. TikTok, for instance, now operates a single creator program that emphasizes longer-form videos (over 1 minute). YouTube has also shifted its focus, enabling Shorts creators to earn revenue through ad sharing, directly competing with TikTok's short-form dominance.

This wave of changes highlights a crucial evolution in the creator economy. Platforms are refining their monetization strategies to better reward high-quality content, encourage consistent engagement, and create more sustainable earning opportunities for their creators. Snapchat's unified revenue program is the latest example of this trend, signaling a new era for influencer marketing on the platform.

What This Means for Creators

This update presents both challenges and opportunities. The higher eligibility requirements mean creators will need to work harder to reach the necessary benchmarks. However, the unified system also provides a more streamlined and potentially more lucrative way to earn revenue from both Stories and Spotlight. By focusing on creating engaging content, building a strong audience, and maintaining a consistent posting schedule, creators can position themselves to thrive in this new landscape. This change also encourages a more strategic approach to content creation, where creators consider both Stories and Spotlight as integrated parts of their overall content strategy.

This shift could also impact how brands approach influencer marketing on Snapchat. With a clearer monetization structure, brands can better understand the value proposition of partnering with creators on the platform.

This is a developing story, and we'll continue to provide updates as more information becomes available. Keep an eye on this space for further insights into Snapchat's evolving creator ecosystem.