JAKARTA - It's no secret that the race to dominate short video applications is underway. Seen, Snap has just disbursed more than $250 million for its 12,000 creator content in Spotlight.
Spotlight is a clone of Snap's TikTok application. Spotlight gives users the opportunity to reach a wide audience. Since last year when Spotlight launched, the company stated that content creators are posting three times as often now.
The disbursement of the equivalent of IDR 3.5 trillion is of course to pay for content creators whose videos are the most interesting, exclusively made and get high reactions. Of course this was done by Snap because it wanted to destroy the TikTok market.
Because TikTok is one of the fastest apps to reach 1 billion monthly active users, competitors like Snapchat Spotlight, Instagram Reels, and YouTube Shorts are flocking to pay content creators to create exclusive content for their platforms.
This was seen during Reels Instagram's policy of not promoting posts with the TikTok watermark, while Snapchat reduced its initial payout of $1 million per day for paying for too much dummy content. Even platforms like LinkedIn, Spotify, Netflix, Reddit and Twitter are experimenting with feeds like TikTok.
Launching TechCrunch, Wednesday, December 15, back at Snap, he reveals that 65 percent of Spotlight posts use Snapchat's creative tools like augmented reality lenses, specifically the Cartoon Style 3D Lens which went viral this summer, generating 2.8 billion views in just the first week. since its arrival in the app.
Snap also caters to content creators with its Story Studio, a standalone app that was released at the Snap Partner Summit in May. Some content creators edit their videos with tools like Final Cut Pro or Adobe Premiere on their desktops and then send them to mobile, but Snap has tried to give users more flexibility.
Story Studio allows content creators to do more intensive editing on their phones, while the Spotlight app on the web allows users to upload their content without leaving their computers.
Here content creators can also benefit from Spotlight through in-app rewards and the Snap creators marketplace, allowing brands to more easily collaborate with developers.
Eventually, content creators will receive a share of the prize revenue, but they must retain 100 percent of the revenue earned through the creator content marketplace itself.
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