Spotlight’s algorithm will take into account the amount of time spent watching a video, if it’s “favorited” or if it’s shared with friends, as well as negative factors such as someone skipping a video. The company said it will moderate every Snap before it makes it to Spotlight, through a combination of human review and its automated systems. Snapchat users don’t need a public account to be featured in Spotlight. Snapchat's new Spotlight feature is its answer to TikTok. Instagram launched its own TikTok clone called Reels earlier this year, while YouTube began testing a new short-form video product called “Shorts.” These launches have come amid geopolitical turmoil for TikTok and its Chinese parent company, which have faced whiplash and confusion over its future in the United States. Snapchat isn’t the only one taking inspiration from TikTok, which has exploded in popularity this year, especially with many people stuck at home during the pandemic. Like on TikTok, Snapchat’s Spotlight lets users create or upload a video, add captions, use special effects and add music or original sound. TikTok also pulls in videos from both big social media stars and users with small followings. It should, as the feature resembles TikTok’s “For You Page,” the main place where people browse content on the platform, which has been lauded for expertly curating content to a user’s personal interests. Snapchat describes Spotlight as “a new entertainment platform for user-generated content within Snapchat.” The hub will surface the “most entertaining” Snaps from its user community and it will be personalized to people’s individual interests over time. Now, Snap says that 65% of Spotlight submissions use a Snapchat creative tool like an augmented reality lens - in particular the Cartoon Style 3D Lens, which went viral this summer, generated 2.8 billion impressions in just its first week on the app.On Monday, Snapchat unveiled a new section of its app called “Spotlight,” which could be seen as a twist on features from the popular short-form video app TikTok. Even platforms like LinkedIn, Spotify, Netflix, Reddit and Twitter are experimenting with TikTok-like feeds. Instagram Reels won’t promote uploads with a TikTok watermark, while Snapchat reduced its original $1 million-per-day payouts because it was paying for too much “ copycat content,” CEO Evan Spiegel said in September. As TikTok became one of the fastest apps to reach 1 billion monthly active users, competitors like Snapchat Spotlight, Instagram Reels and YouTube Shorts rolled out creator funds to incentivize people to make content specifically for their platform. It’s no secret that the race for short-form video dominance is underway. Since last year when Spotlight launched, Snap says that creators are posting three times as often now. Unlike Snapchat’s friend-to-friend, ephemeral messaging, Spotlight allows users to reach a wide audience. Snap announced today that it paid over $250 million to more than 12,000 creators this year on Spotlight, its TikTok clone.
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