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Snapchat is overhauling how influencers earn money on the platform

Snap Inc. written in white letters against a multicolored black, white, and reddish / orange background.
Illustration: Alex Castro / The Verge

Snapchat is tweaking how people earn money on the platform by introducing a new, unified monetization program. The new program will cover content posted to Stories as well as Spotlight, the platform’s TikTok-like discovery feed filled with recommended video content. Under the program, influencers earn revenue for ads placed within eligible Stories and Spotlight posts.

Previously, monetization of these formats was splintered off from one another: Stories earnings were in one bucket, and Spotlight earnings were handled through a different program.

The new program is currently in testing with a small group of users, and will roll out widely on February 1st, 2025. To participate, users need to hit a set of benchmarks to be invited: 50,000 followers and either 10 million Snap views, 1 million Spotlight views, or 12,000 hours of watch time in the last 28 days.

They also need to post consistently, with at least 25 times per month to saved Stories or Spotlight and posting to Spotlight or public Stories on at least 10 of the last 28 days. Some of those eligibility requirements are significantly higher than they were under the old structure. To be eligible to earn money through Spotlight, for example, creators previously needed things like a public profile, 1,000 followers, and 10,000 video views.

Other video platforms have also streamlined or changed the original creator funds. TikTok, for example, now has one creator program that requires videos longer than 1-minute. On YouTube, Shorts creators earn money via ad revenue — a move by the company to meaningfully compete with TikTok.



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