Snapchat is shaking up its creator monetization strategy with a new, unified program that rewards content creators for both Stories and Spotlight posts. The revamped program, set to take effect on February 1, 2025, will allow eligible creators to earn revenue from ads displayed within their eligible content.

Previously, Snapchat had separate monetization programs for Stories and Spotlight, its TikTok-inspired feature. The new program aims to provide a more streamlined and lucrative experience for creators, who can now earn revenue from ads on both formats. According to Snapchat, the move is driven by the growing popularity of Spotlight, which has seen a 25% year-over-year increase in viewership.

To be eligible for revenue, creators must meet a set of new requirements. They need to have at least 50,000 followers, post at least 25 times per month to Saved Stories or Spotlight, and post to either Spotlight or Public Stories on at least 10 of the last 28 days. Additionally, creators must achieve one of the following metrics in the last 28 days: 12,000 hours of view time, 10 million Snap views, or one million Spotlight views.

Notably, some of the new eligibility requirements are higher than what creators previously needed to reach to earn revenue. For instance, the previous requirement for Spotlight video monetization was 1,000 followers, 10,000 unique video views, and a public profile. Moreover, Spotlight videos did not need to be longer than one minute to be eligible for revenue in the past.

The move is seen as a response to TikTok's revamp of its creator monetization program last year, which rewards influencers for longer videos. YouTube also rolled out ad revenue sharing for Shorts creators to better compete with TikTok last year. Snapchat's new program is likely an attempt to stay competitive in the social media landscape and attract more creators to its platform.

The implications of this change are significant for creators, who will need to adapt to the new requirements to continue earning revenue. It also raises questions about the platform's ability to attract and retain top talent, as creators may be deterred by the higher eligibility requirements. However, for those who do meet the requirements, the new program offers a more streamlined and lucrative way to monetize their content.

As the social media landscape continues to evolve, Snapchat's move is a significant development in the ongoing battle for creator attention and loyalty. With the new program set to take effect in February, it remains to be seen how creators will respond and adapt to the changes.