In an effort to compete with TikTok, Snapchat launched a view video feature called Spotlight to spur viral video creation. Contrary to Snap’s bread and butter of short-lived video between friends, the new Snap Spotlight feature will focus on paying professional content creators to create viral videos shared widely. Snap says it has approximately $1M a day to go toward the efforts to incentivize content creators whose content goes viral. As an avid TikTok user, I'm very curious to see how this plays out, because a lot of what goes viral is oftentimes unintentional and difficult to replicate. The best viral videos are the ones that are organic.
I'd love to know what you think! Will Snap's new monetary incentive be effective? Will they be able to change the video format they've become so well known for? Will they be able to attract audiences from other leading social media platforms? Should Snap remain focused on its original offering?
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