Snapchat is getting set to push further its profits and market shares, by giving an extra incentive to users that will enable it to challenge the likes of TikTok and other Apps. This the App hope to achieve through the launch of the spotlight feature, that will see them pay $1million daily to the most entertaining post on its app.
The Snapchat spotlight feature will promote the posts it determines are the most ‘entertaining on its platform, and this will last through the end of 2020.
According to their statement and as first reported by Deadline, the prize may be received by individuals or it may be shared.
Rankings of popularity are determined via a “proprietary formula,” the company said in a blog post. Variables in the formula reflect how people engage with the messages, as captured by unique views, viewing time and the number of people favouriting them. Spotlight honorees don’t have to come from users with public accounts or from well-established content creators like influencers or celebrities.
In that sense, the blog post noted, the feature is “designed to reward creativity in a fair and fun way.” The company’s five-tab navigation, announced earlier this year, will now include a Spotlight tab on the lower-right of the bottom of the home screen.
COVID-19 has boosted the fortunes of a number of mobile and social offerings. Snap reported an 18% rise in daily users in the third quarter, to 249 million. It also said revenue jumped 52%, with a small profit as opposed to the loss that Wall Street had expected. Shares in the company have powered to record highs of late, closing Friday trading at 44.29, up 5% on the day.
Spotlight is launching in the U.S., Canada, Australia, New Zealand, the UK, Ireland, Norway, Sweden, Denmark, Germany, and France, with other countries being added soon.
Compared with social rivals Facebook and Twitter, Snapchat has not faced intense criticism over its role in spreading harmful material.
Nevertheless, the company is emphasizing that Spotlight will “prohibit the spread of false information (including conspiracy theories), misleading content, hate speech, explicit or profane content, bullying, harassment, violence, and much more.”
Any messages submitted to Spotlight will also have to meet community guidelines.