Observed Signal · Dec 18, 2024 · Product Launch · Source: OnlineMarketing.de · Impact: 4/5 · Sentiment: Neutral
Snapchat Monetizes Spotlight Videos Over One Minute for Creators
Snapchat will replace its Spotlight Rewards program with a new Monetization program on February 1, 2025, enabling creators to earn revenue from Spotlight videos longer than one minute. To qualify, creators must meet four criteria: at least 50,000 followers; a minimum of 25 posts in Saved Stories or Spotlight per month; posts on at least 10 days in the last 28 days via Spotlight or Public Stories; and within the last 28 days either 10 million Snap Views, 1 million Spotlight Views, or 12,000 hours of View Time. For eligible creators, ads can be placed in longer Spotlight videos as well as in Stories, broadening monetization opportunities. The update highlights Snapchat’s shift toward creator monetization and aligns with ongoing moves across social platforms to commercialize longer-form content.
Major Platform monetization update (Snapchat) impacting AdTech / Creator economy
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Key Takeaways & Evidence Grounding
- Snapchat replaces Spotlight Rewards with a new Monetization program on February 1, 2025.
- Monetizable Spotlight videos must be longer than one minute.
- Eligibility criteria include 50,000 followers; 25 posts in Saved Stories or Spotlight per month; 10 active posting days in the last 28 days; and 10M Snap Views or 1M Spotlight Views or 12,000 hours View Time in the last 28 days.
- Ads can be placed in longer Spotlight videos and in Stories.
Connected Companies & Entities
1 Entity mappedRelated Market Signals & Shifts
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Creator Economics: YouTube Raises Monetization Thresholds
The article compares how major social platforms pay creators and reports that YouTube will raise entry requirements for its partner monetization program: from February 2027 creators must have more than 8,000 public watch hours in 12 months (or 20 million Shorts views in 90 days) plus at least 1,000 subscribers. Snapchat tightened its requirements in May 2026. Public RPM ranges and eligibility rules differ by platform: Facebook/Instagram (Meta) programs are invite-based, Snapchat uses Spotlight/Story Rewards, TikTok runs a Creator Rewards program with country and view/follower thresholds, and YouTube distinguishes Longform and Shorts monetization rates. The piece includes a case study of creator Paul Bunne, whose TikTok payouts fell from €4,112.04 in 2025 to €1,887.87 for Jan–July 2026, illustrating shrinking per‑view payouts and the need for creators to rely on diversified income sources.
Snap Exec: Much AI-Generated Content Is Just Crap
In an interview at DMEXCO 2026, Jan Müller, Senior Sales Manager for Largest Customers DACH at Snap, discussed the platform's stance on AI-generated content. Snap has stopped recommending wholly AI-generated videos in Snapchat's Spotlight feed to combat what is often referred to as 'AI slop'. Müller acknowledged that while some AI-generated content is good, much of it is low quality. He also touched on the importance of authenticity and the mix of brand and performance advertisers on the platform.
Snap Exec Urges Brands to Embrace Private Chats
In a guest commentary on Meedia, Jan Müller, Senior Sales Manager Largest Customers DACH at Snap Inc., argues that brands must shift focus from reach to relevance in private communication channels. Citing Snap's 'The Great Brand Reset' study with Mindscope, he highlights that 56% of German respondents share content with a small, specific group, and 61% prefer private interactions with brands via DMs, stories, or chatbots. He emphasizes that chats are not just for customer service but offer potential for brand engagement, especially with Gen Z. He advocates for creating content that provides practical value, using camera and AR for try-before-buy experiences, and being relevant in moments of decision-making. The commentary provides no new product launches or company announcements.
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