That’s why Snapchat -in an effort to change that- added the Spotlight tab last November and paid up to $1 million per day to users who uploaded clips there, rewarding viral videos.
However, even if it was once willing to pay millions, as Taylor Lorenz wrote, no longer. That sudden “change” is to “give us more flexibility to reward more creators and more markets abroad”, said Jim Shepherd, Head of Talent Partnerships at Snapchat.
The truth is apps can pay creators a ton of money but bestowing fame is another story. As Lorenz put it:
“For brands to take notice of Snapchat stars, the platform must demonstrate that it is a place that incubates and fosters talent — and popularity. Most people on the internet know what a TikTok star is, but an archetypal Snapchat creator has yet to be defined.”