But most users don’t win those prizes, and the novelty of competing for them can wear off quickly. Other companies have tried the payout strategy in the past, including the game-show app HQ Trivia. Stories, the Snapchat videos that disappear after 24 hours, became so popular that the product has been copied by Instagram, Facebook, LinkedIn and Twitter Inc. Snap has previously benefited by betting on a product that lowers pressure for users. It’s unclear whether the random chance for a big payout will pull users’ great ideas away from TikTok and Instagram, but Snap provides a unique option: a video’s maker can choose to be private, offering a break from influencer culture.
Instagram also recently started for the first time sharing revenue on video ads with creators, like YouTube does. For all ad formats, once your ad account(s) and Public Profile are linked, ensure the ‘Link Brand Name to Public Profile’ toggle is enabled and the brand name in the top left corner of the ad creative will tap through to the Public Profile. Instagram has been paying some of TikTok’s top stars to test out its TikTok copycat feature, Reels. Learn about some of the creative best practices to get the most out of your Snapchat advertising. TikTok plans to spend more than $1 billion in the US in the next three years on video-makers. Social media platforms are striving to attract the makers of quality content. Spiegel wants Spotlight to reward popular videos without their creators having to worry about consistency or the number of followers.
Without those metrics, though, it’s harder for users to get popular, noticed by brands and hired to create sponsored content - the main way young social media stars make a living. On Snapchat, which hit 249 million daily active users in the third quarter, likes are private, there is no re-sharing of videos and displaying follower numbers is optional.
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