Snapchat Launches Unified Monetisation Program for Creators
Snapchat is rolling out a revamped monetisation program aimed at rewarding creators across its Stories and Spotlight platforms. This move consolidates previously separate programs, aligning monetisation opportunities for both formats.
Under the new system, creators will earn revenue from ads displayed within eligible Stories and Spotlight posts, marking a shift that acknowledges Spotlight’s growing popularity.
“With Spotlight viewership up 25% year-over-year, there is a unique and growing opportunity for creators to monetise this format in the same way they do with Stories,” Snapchat noted in a recent blog post. Beginning February 1, 2025, eligible creators can start earning revenue for Spotlight videos longer than one minute.
To qualify, creators must meet specific thresholds:
- 50,000 followers
- 25 posts per month to Saved Stories or Spotlight
- Activity on either Spotlight or Public Stories on at least 10 of the last 28 days.
Additionally, creators need to hit at least one of the following engagement benchmarks within the last 28 days:
- 12,000 hours of view time
- 10 million Snap views, or
- One million Spotlight views.
The updated criteria set a higher bar compared to Snapchat’s previous requirements. Previously, Spotlight creators only needed 1,000 followers, 10,000 unique video views, and a public profile to qualify for revenue. Furthermore, shorter Spotlight videos were eligible, whereas the new program focuses on content over one minute in length.
Snapchat also confirmed that its Spotlight Rewards Program, which incentivised creators for viral short videos, will officially end on January 31, 2025.
This strategic change comes as platforms like TikTok and YouTube increasingly adapt their creator revenue models to encourage longer content. TikTok revamped its monetisation system last year to reward influencers for extended videos, while YouTube introduced ad revenue sharing for Shorts creators to stay competitive in the short-form video market.
By unifying its monetisation structure, Snapchat is positioning itself to attract and retain creators while tapping into the rising demand for longer, ad-friendly content.
