Snapchat guardian Snap on Tuesday introduced that it had paid over $250 million (roughly Rs. 1,900 crore) to greater than 12,000 creators creating content material for Highlight globally over the previous 12 months. The Highlight function was launched final 12 months as an in-app competitor towards TikTok and Instagram’s Reels. It permits Snapchat customers to create quick movies utilizing preloaded instruments. Highlight debuted in India March this 12 months, and the corporate claimed that the day by day Highlight story view time has quadrupled since debut.

Highlight creators globally are posting content material thrice as usually than they have been when the function was launched in November final 12 months, Snap mentioned in a press observe. The Santa Monica, California-based firm additionally claimed that over 65 % of Highlight submissions used certainly one of Snapchat’s inventive instruments or an augmented actuality (AR) lens.

The $250 million funds have been collectively paid to world creators by means of Highlight programmes. Among the many rewarded Snapchat creators, Snap mentioned that Indian nationals and creators together with Neha Malik and Nilam Parmar from Mumbai, Akshat Amitesh from Gurugram had earned by means of the Highlight Rewards Programme. The precise quantity earned by Indian creators was not revealed, although.

“We’re in awe of the eagerness and creativity our creators showcase on Snapchat every day,” mentioned Jim Shepherd, World Head of Expertise Partnerships, Snap, in a ready assertion. “We’re dedicated to assembly the wants of all creators – listening to their suggestions and supporting their enterprise and viewers progress — all whereas conserving Snapchat a constructive platform the place creators might be their genuine selves.”

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Snap additionally mentioned that it was persevering with to see extra creators leveraging its content material and product choices to develop their viewers and construct companies on Snapchat. It additionally famous that over 25 creators who construct content material for the Highlight function are syndicating their present for the app’s Uncover part.

The corporate additionally promised to proceed to deliver “a spread of alternatives” for its creators to allow them to entertain customers by means of Snapchat whereas rising their model. On the time of worldwide launch final 12 months, Snap dedicated to distribute over $1 million (roughly Rs. 7.59 crore) each day to Snapchatters creating content material for Highlight. The prime goal by means of financial rewards appears to retain its creator base and make them stick with Snapchat for his or her content material.

Nevertheless, Snap is not alone in that subject of paying high content material creators to persuade them to make use of its platform. Meta in July this 12 months introduced that it’s going to spend $1 billion (roughly Rs. 7,590 crore) on social media creators by means of 2022 to influence them to construct content material for Fb and Instagram. That transfer was seen as a aggressive step by the Menlo Park, California-headquartered firm to woo creators who’ve huge fan followings on platforms together with YouTube and TikTok.

Final 12 months, TikTok additionally promised to spend a whopping $2 billion (roughly Rs. 15,180 crore) to assist creators over the course of three years.