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“What we love about Snapchat is, it’s a very organic platform. Their Snapchat Discover show is being produced by Wheelhouse Entertainment, whose partners include Jimmy Kimmel. The money they’ve earned from Snapchat Spotlight “helped us buy our first house,” he added. “It’s very in line with what we were doing on other platforms,” Champa said. When they heard about Snapchat’s $1 million-per-day Spotlight payout program, they decided to give it a try. Nicky and Pierre (Nick Champa and Pierre Crespeau) first attracted an audience on other platforms, including Instagram, YouTube, TikTok and OnlyFans. You can show them your daily life beyond videos on TikTok.” “But if you want a more of a community-engaged base, Snapchat lets you build a closer relationship with your followers. “You can hit a higher reach on TikTok,” Finney said.
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“It used to be for communication now it’s a hub for making revenue.” Finney estimated that Snapchat payments represent 30%-40% of the income she’s made this year.
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“Snapchat has evolved in the past two years in such a fun way,” she said.
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“They’re emblematic of the kinds of content that we’ve seen work well on Spotlight,” said Corrao Clanon.įinney said she’s been using Snapchat since 2012 (when she was in middle school) and began posting videos featuring her dad to Spotlight when it launched. who share funny videos revolving around their relationship. Three top-performing Spotlight creators who are producing Discover shows are Mia Finney ( above left), a recent USC grad who posts comedy skits with her dad, Ernest (aka Ernie Fin) and Nicky and Pierre ( above right), a gay couple in L.A. The company has greenlit Discover shows from 25 Spotlight creators, giving them a new format and distribution channel, higher production values and a share of ad revenue. Snap also has turned to top Spotlight creators to develop shows for syndication on Snapchat Discover, alongside Snap originals and shows from the likes of ESPN’s “SportsCenter” and BuzzFeed. Snapchat creators also can earn money through digital Gifting, which lets users buy Story Replies for their favorite Snapchat influencers, and the Creator Marketplace is set up to let creators ink branded-content deals with marketers. The creator of top Snap in the challenge received $50,000, with $30,000 and $20,000 for the next two most popular posts. Last week, Snap paid Kim Kardashian and Kris Jenner ( left) to launch the #KindnessChallenge on Spotlight, soliciting videos from users showing how they spread joy by surprising a loved one. It’s now running 3-5 challenges per week. that offers users the chance to win cash prizes ($25,000 or more) for creating top-performing Spotlight Snaps using specific lenses, sounds or topics. For now, it’s testing out interstitial ads in the section while still “maintaining the experience,” Corrao Clanon said.Īs part of the UGC push, Snap recently launched Spotlight Challenges for Snapchatters in the U.S. The investment in attracting creators comes before Snap has started to directly monetize Spotlight content. In addition, more than 65% of Spotlight submissions use one of Snapchat’s creative tools or one of its augmented reality Lenses. Today, according to the company, Spotlight creators post three times as often to the section than they were when it launched a year ago. By changing the payout model, “We’ve seen a shift from people posting to Spotlight in search of a hit to people who are establishing an identity and building their business on Snapchat,” he said. When Snap launched with the promise of paying $1 million per day to Spotlight creators, one of the goals was to jumpstart the UGC section: “We had an empty feed to populate,” said Corrao Clanon. “We wanted to build a personality and identity for Spotlight,” he said about coming to Snap. “For us, the challenge has been, how do we make something distinct and complementary in value.”Ĭompared with rivals - TikTok, of course, as well as Instagram Reels and YouTube Shorts - Snap is “trying to occupy a more casual space” with Snapchat Spotlight, according to Corrao Clanon, “to build an audience and a voice, and also an outlet to capture spontaneous moments.”Ĭorrao Clanon joined Snap earlier this year from TikTok, where he was head of content strategy and insights. “Content and short-form video is a very competitive space right now,” he said. But the company’s investment in the platform shows it is committed to help creators of all kinds meaningfully grow their audiences and build a business, said Sam Corrao Clanon, director of content who leads the Snapchat Spotlight team. Snap has yet to prove it can turn Spotlight into a meaningful business.