Snapchat Takes on TikTok with New Spotlight Feature

Snapchat has officially launched Spotlight, a vertically scrollable video feed designed to rival TikTok’s dominance in short-form content. This strategic move comes just weeks after introducing music-powered features to compete with the popular platform.

How Spotlight Works: Snapchat’s Algorithm-Powered Feed

Spotlight showcases creative Snaps from the community, including:

• Music-backed videos
• Entertaining short-form content (up to 60 seconds)
• Personalized recommendations based on user engagement

The platform uses sophisticated algorithms to rank content based on:

✔ Viewer engagement metrics
✔ Watch time duration
✔ Favorite and share rates
✔ Negative signals like quick skips

Over time, the feed becomes increasingly tailored to individual user preferences—mirroring TikTok’s successful “For You” recommendation system.

Key Differentiators from TikTok

Spotlight introduces several unique features:

• Privacy flexibility: Content from both private and public accounts can appear (private Snaps are unattributed)
• No public comments: Reduces moderation challenges
• Continuous shooting mode: New feature for longer Snaps
• Caption tools: Designed specifically for Spotlight content

All Spotlight content must adhere to strict guidelines prohibiting:

• Misinformation and conspiracy theories
• Hate speech and harassment
• Explicit or violent content
• Copyright violations

The $1 Million Daily Creator Incentive

To jumpstart adoption, Snapchat is implementing an aggressive creator monetization strategy:

• $1M+ daily payout pool through 2020
• Available to users 16+ in eligible countries
• Earnings based on unique daily views (Pacific Time)
• Fraud detection systems in place

Content Requirements for Spotlight

For optimal visibility, Snaps should:

• Be vertical videos with sound (≤60 seconds)
• Include #topic hashtags
• Utilize Snapchat’s Creative Tools (Lenses, GIFs, etc.)
• Feature original content (no reposts)
• Use only licensed music from Snapchat’s Sounds library

Global Rollout and Strategic Implications

Currently available in 11 markets including:

• United States and Canada
• UK and Ireland
• Australia and New Zealand
• Several European nations

This represents Snapchat’s most direct challenge to TikTok yet, leveraging its:

• 4+ billion daily Snaps created
• Established young user base
• Music licensing partnerships

While Snapchat faces challenges expanding beyond its core demographic, Spotlight’s financial incentives and seamless integration could make it a formidable compe***** in the short-form video space.

Spotlight is now live on iOS and Android in supported regions, with more countries coming soon.