Snapchat’s New Programs and Features for Creators: Monetization, Public Profiles and Stories, and Expanded Creator Content

Source: Snapchat

This week, Snapchat hosted its annual Snap Partner Summit, an event for the platform's partners and the creator community. During the summit, Snapchat unveiled several updates related to artificial intelligence, augmented reality, shopping, and creators.

Among the creator updates are three components that stand out: Monetization Programs, Public Profiles and Stories, and Expanded Creator Content. Below is a breakdown of each and the benefits they bring to creators, communities, and marketers.

Monetization Programs

Snapchat is opening up its Stories Revenue-Share Program to more creators. This program allows creators to earn revenue through ads placed within their Stories. Originally, it was only available to creators who were part of Snap Stars, like Hannah Stocking, David Dobrik, and Charli, and Dixie D’Amelio. Now, creators who meet certain criteria - such as having over 50,000 followers, 25 million monthly Snap Views, and posting at least 10 stories a month - can join.

With this expansion, more creators have the potential to benefit from consistent revenue streams on Snapchat, similar to the YouTube Partner Program. This will attract new and emerging creators to the platform and inspire existing creators to produce more content to drive revenue. Creators who are currently in the program are sharing more often on Snapchat, and viewers watching their Stories have more than doubled in the US year over year, according to Snapchat.

Public Profiles and Stories

Snapchat is introducing Public Profiles and Stories, which allow creators to share their content with a wider audience. Creators who are 18 or older can post Public Stories and save them to a new Public Profile, which unlocks content performance insights and Story Replies.

The flexibility to share content publicly and privately provides creators with greater options to grow their followers while connecting with friends. Creators' increased reach and insight into their content's performance make partnering with them on branded content more appealing for brands too.

With over 90% of Gen Zers on Snapchat, the platform presents a significant opportunity for brands to reach a younger audience. However, the platform's closed-off nature and limited metrics, compared to Instagram, TikTok, and YouTube, typically deter many brands from using it in their influencer marketing efforts. The potential for higher content reach and the ability to track the ROI of sponsored content through performance metrics is likely to encourage more marketers to activate Snapchat creators.

Expanded Creator Content

Snapchat is also expanding creator content by bringing it to new surfaces on the platform, such as Snap Map. Creators can now tag locations in their Spotlight Snaps, which will make them discoverable on the Place Profile for that location on Snap Map, where over 300 million users engage each month. Plus, Snapchat will serve Stories from creators on the Stories Page, where users can find new creators to follow and consume their content.

Snapchat is following in the footsteps of Instagram and TikTok by aligning creator content with its location features. By doing so, creators can increase their reach while helping communities discover local places to visit, such as restaurants. This update aligns with the emerging trend of Gen Z using social media platforms for search rather than Google

Snapchat Should Be Included in the Conversation

These updates generate a lot of excitement for Snapchat and its potential for creators and marketers alike. Despite Instagram stealing its Stories format years ago and creating a better version, Snapchat has steadily improved its product over the past few years, differentiating itself from other social media players.

With stronger creator monetization, new ways for creators to share, and increased options for viewers to consume content from both new and familiar creators, Snapchat deserves to be part of conversations about which platforms creators should use and which platforms brands can activate them on.