Snap is rolling out a new tool for its Snapchat app to feature popular videos, called Spotlight, and said it will pay out $1 million a day to creators of the top-performing posts.
To earn the money, video submitters to Spotlight don’t have to have large followers — or even have public profiles. Instead, an algorithm will determine what to show Snapchat users based on how often others view the post. If others view the same video repeatedly, for instance, that’s a signal it’s catching on and will spur the algorithm to distribute it more widely.
The new feature will help Snapchat in a competitive market for posting entertaining videos online, dominated by Facebook’s Instagram and Google’s YouTube, with China-based ByteDance’s TikTok rising fast among younger audiences. Snap CEO Evan Spiegel has eschewed public metrics, such as likes and follows, that drive the market for influencers, the most-followed users on