Snapchat launches unified monetization program for creators

Snapchat has introduced a unified monetization program for creators. Starting in February 2025, creators will have the opportunity to earn revenue from ads displayed in eligible Stories and Spotlight videos exceeding one minute. “We’re excited to continue supporting creators and announce a new, unified Monetization Program which not only places ads within a creator’s Stories and now, longer Spotlight videos as well,” the company wrote. 

Eligibility criteria for creators 

To join the program, creators must have at least 50,000 followers, post a minimum of 25 times per month to Saved Stories or Spotlight and post to either Spotlight or Public Stories on at least 10 of the last 28 days. They are also required to have 10 million Snap views, 1 million Spotlight views, and 12,000 hours of watch time in the last 28 days to qualify.

Previously, Stories and Spotlight content had separate monetization programs and creators needed just 1,000 followers, 10,000 unique views, and a public profile to monetize Spotlight content. 

Snapchat’s push to compete with TikTok and YouTube

Snapchat is aiming to align with competitors like TikTok and YouTube. TikTok expanded its monetization program last year to reward longer videos. YouTube introduced ad revenue sharing for Shorts creators.

The company’s move comes amid its efforts to grow its ad business. The platform is exploring new ad formats and recently introduced ‘Sponsored Snap’ which displays ads directly into users’ chat tabs.

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