Snapchat’s new monetization program, which launches February 1, 2025, streamlines creator payouts by combining earnings from Stories and Spotlight.
This guide breaks down the changes and highlights the opportunities.
Article Summary
- Snapchat’s focus on real-time, unedited content offers creators a unique way to connect authentically with audiences who seek genuine interactions over polished content.
- Under the new program, creators can earn from Stories and long-form Spotlight videos longer than 60 seconds, unlocking opportunities to create engaging long-form content. Since this is a revenue share, and more ads can be seen in longer-form content, this is where the most potential lies for creators to earn.
- The new monetization program sets stricter eligibility criteria. To qualify, creators must have over 50,000 followers, achieve at least 10 million views or 12,000 watch hours per month, post at least 25 times per month, and create Spotlight videos longer than one minute. These requirements are significantly higher than those of the previous Spotlight Rewards Program.
- Snapchat remains a valuable platform for smaller creators to build an audience and generate revenue indirectly, but the new eligibility standards make direct monetization more challenging.
- Snapchat is ending its Creator Gifts program on February 10, 2025.
How to Make Money Directly From Snapchat
Snapchat pays creators primarily through its Monetization Program. This program acts similarly to the YouTube’ Partner Program revenue sharing based on RPMs.
While the focus remains on creating entertaining, shareable content, Spotlight and its monetization program have changed significantly since its launch.
How Snapchat Spotlight Works
Spotlight allows users to submit their best videos for a chance to earn money, but the $1 million daily payout model, which was launched in 2020, has long since disappeared.
Starting February 1, 2025, Snapchat’s new Monetization Program introduces stricter criteria for earning:
- You’ll need at least 50,000 followers.
- Engagement requirements include 10 million Snap views, 1 million Spotlight views, or 12,000 watch hours within 28 days.
- You have to have posted to either Spotlight or Public Stories on at least 10 of the last 28 days.
- You have to post at least 25 times per month to Spotlight or Saved Stories.
Spotlight still uses an algorithm that promotes videos based on views, shares, likes and watch time. Snapchat’s native tools — like music, filters and AR Lenses — can boost the algorithm’s performance and visibility.
While the platform allows smaller creators to create viral videos, they cannot monetize these videos directly through Snapchat.
Another significant change on the platform is that creators can now monetize Spotlight videos longer than one minute.
Submitting to Spotlight
Submitting a Snap to Spotlight is simple. After creating your video, select “Spotlight” on the “Send To” screen and tap the arrow to submit it. Make sure your Snap meets these basic guidelines:
- Is a vertical video with sound. Videos over 1 minute are now eligible.
- Includes a topic (Snapchat’s version of hashtags).
- Is appropriate for a 13+ audience and free from gambling, tobacco, weapons, excessive alcohol use or promotional material.
Snapchat has also introduced Spotlight Replies, letting creators highlight selected comments on their videos to engage with their audience.
What Works Best on Snapchat Spotlight?
Creating successful content for Snapchat Spotlight means staying aligned with the platform’s trends, tools and updated monetization requirements.
Here’s what works best:
- Vertical video format. Design content specifically for vertical viewing with a minimum horizontal resolution of 640px.
- Longer-form content. Focus on videos longer than 1 minute, as with the shift in monetization strategy, Snapchat is looking for content that fits this criteria.
- Interactive content. Use challenges, polls, or quizzes to encourage user participation and boost engagement.
- Authentic, unfiltered content. Behind-the-scenes or day-in-the-life videos resonate strongly with younger audiences who value authenticity.
- Trending sounds and music. Incorporate popular audio clips from Snapchat’s licensed library to increase discoverability.
- Educational content with a twist. Create fun, engaging how-to videos or mini-guides tailored to lifestyle and style topics.
How Does Snapchat Choose Spotlight Videos?
Snapchat Spotlight videos are displayed in a dedicated section of the app, where users can view and engage with submitted content.
The algorithm prioritizes videos most likely to resonate with users based on factors like:
- How often a video is shared or liked.
- Whether users watch the video to the end or skip it.
- Engagement with features like music, filters and AR lenses.
By leveraging Snapchat’s tools and creating unique or highly entertaining content, you increase your chances of gaining momentum and earning through Spotlight.
Ways to Use Snapchat to Make Money Off-Platform
1. Create Snapchat Ads for Other Businesses
Like most other social platforms, Snapchat’s business model includes advertisements.
Marketing on Snapchat differs greatly from marketing on Facebook, Pinterest, and other social media sites and apps. So, if you’re an active Snapchat user, you could create ads for businesses as a side hustle or even turn it into a full-time business.
Ads can be used for many different purposes, including driving app installs, selling a product via an e-commerce website, attracting clicks to any website, or driving foot traffic to a local business.
2. Leverage Sponsored Content or Affiliate Marketing
Instagram has long been a hub for sponsored content and affiliate marketing through the platform. Snapchat offers similar opportunities for monetization as an influencer or UGC (user-generated content) creator who creates content primarily for brands.
If you build a sizable audience on Snapchat, you can promote products or services in exchange for a fee.
As an influencer, you might create videos showcasing a brand or product for your Snapchat audience and get paid. Sponsored content typically involves a flat fee determined by your reach and audience size.
Affiliate marketing is another way to monetize your Snapchat presence. It’s a popular model among bloggers and works well on Snapchat.
While many social platforms impose strict rules on affiliate marketing, Snapchat remains relatively open. It lets you use affiliate links directly in your posts without cloaking them.
This makes it easy to create posts featuring products, services or apps, while including links to direct viewers to a landing page.
Snapchat’s Creator Marketplace is an excellent resource for connecting with brands seeking partnerships. This platform streamlines collaborations, making finding opportunities that align with your audience and style easier.
Although Snapchat is affiliate-friendly, success depends on promoting products that resonate with its users. Snapchat’s core demographic, ages 13 to 34, responds best to authentic, native-feeling content.
3. Promote Your Products and Services Through Your Snapchat Content
Snapchat offers personal, creator, and business profiles. While business owners must have a business profile to run paid ads on the platform, they can also have a personal profile.
The first way to use Snapshot for your existing business is to create content about your business, products and services.
Show your product when it is in use or quickly explain the features and benefits.
You can run this organically, using Snapchat analytics to see what resonates with audiences, and then begin running your campaign.
Final Thoughts
Snapchat may limit monetization opportunities to larger, more active creators. However, small creators still have plenty of potential to grow their brand on the platform — whether through organic efforts or viral content.
Whenever a social media platform evolves, new opportunities arise. You can discover what resonates best with your audience by actively engaging with Snapchat and experimenting.
