How Snapchat is encouraging creators to post even more content

How do you get content creators to post more content on Snapchat? With money, of course! Snapchat has unveiled a new way for influencers to monetize their content with the Story format. The social network has launched a first trial among a handful of American creators. The latter users will be able to insert "mid-roll ads" into their Story, splitting it in two parts. A process already used by YouTube.

For the moment, only verified Snap Star accounts on the application identified by a gold star and followed by a large number of users -- will have access to this new monetization system. According to Snapchat, the revenue collected from advertising will be shared between the platform and the creators, taking into account the frequency of publication and the engagement generated.

For the company, this is one more step in its efforts to help, and especially entice, creators to publish even more content on the app while also preventing them from leaving for other platforms.

According to Evan Spiegel, the co-founder of the social network's parent company Snap, Snapchat users are spending more and more time watching content on Spotlight, the platform's TikTok competitor, rather than posting and watching Stories.

Could this be a direct consequence of Snap's strategy? In 2020, the American company promised to pay certain creators $1 million per day if they published more content on the new Spotlight tool a way for the social network to resist the TikTok craze.