Over 12K creators in the Snapchat Spotlight program for TikTok-style videos were paid a total of more than $250M in 2021. That’s a lot for the new initiative, but less than the up to $1M a day Snapchat said it could give out. Its CEO says they reduced payments to discourage viral, one-off copycat videos. (Variety)
Tilt Take: It’s wise (and good business) to reward creators who are in it for the long haul rather than those who aren’t committed and hope for a one-hit wonder.
