“As soon as they’re done giving away money, I’m done.” 

Setting up a daily $1 million lottery fund is a sure-fire way of attracting creators. But, as Snapchat is in danger of finding out, this could lead to a fickle kind of loyalty.   

When the millions run out, the big question Scott Nover asks is how Snapchat can court influencers just enough so they’ll stay on the platform. 

Snapchat Spotlight is surely an amped-up version of other platforms’ creator fund, but that doesn’t guarantee people will stick around, just as celebrity names can be a short-term short-cut to attention.

Now, Snapchat has to balance elevating the one-to-one communication tools it was built for while championing virality. 

What’s interesting about the piece is how, already, Spotlight is getting saturated. People are finding those checks harder to come by. The cycle of boom and bust has sped up. You should check out Scott’s piece for more details on how creators like CJ OperAmericano make their money and how else the platform can build a sustainable creator economy. Drop me a line at the email below with your thoughts.

Thanks for reading and have a great week!

Lucinda

Lucinda.southern@adweek.com

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It’s the first creative and marketing company to sign with the Amazon-led organization.

They include gaming monetization guides, learning tools, success stories, details on bidding.

Growth in the Spanish-language ad-supported space is only poised to intensify in 2021.

The platform said in its Transparency Report 2020 that 378,796,540 posts were created last year.