Snapchat, the social media platform known for its ephemeral photos and videos, is making a new push to attract more creators to its app. The company announced on Wednesday that it is opening up its stories ad-revenue sharing program to more creators that meet certain follower, view, and story count thresholds.
The stories ad-revenue sharing program, which was launched in early 2022 as a beta test for select creators in the Snap Stars program, allows creators to earn a cut of the advertising revenue from their stories, the short-form content that users share with friends and followers that are available for 24 hours.
Ad revenue sharing has been one of the most sustainable models for platforms to pay creators, as potential earnings are not limited by the bounds of creator fund. but as seen with TikTok and YouTube Shorts, this has proven to be difficult on short-form video platforms.
To be eligible to join the program, which is invite-only, creators must have at least 50,000 followers, more than 25 million monthly snap views, and post more than 10 stories per month featuring what Snap deems as brand-safe content. Those in the program will then receive recurring cash payments coming from the ads placed between their stories.
Snap did not disclose what percentage of the ad revenue it pays out to creators or the typical revenue per one thousand views (RPM) for creators in the program. However, some early adopters of the program told Fortune and Insider that they had earned more than USD$10,000 | SDG$13321 daily from the program and that it did not require much additional work outside of their usual content creation.
The expansion of the revenue-sharing program comes as Snapchat faces competition from other platforms like YouTube and TikTok, which also offer ad-revenue sharing opportunities for short-form creators. Snapchat hopes that by rewarding its established creators and encouraging more users to post public stories, it can boost its user engagement and retention.
