Snap launching a competitor to TikTok and Instagram Reels

Evan Spiegel, co-founder and CEO of Snap Inc., speaks during the New Work Summit in Half Moon Bay, California, on Monday, February 25, 2019.

David Paul Morris | Bloomberg Getty Images

Snap announced the launch of Spotlight on Monday, a Snapchat feature that works like TickTalk and Instagram reels.

Spotlight will show users the top snap that has been presented in the app to more than 249 million daily users for consideration in a feed that they can swipe or tap. Spotlight Snap will play in a continuous loop until users swipe to the next one.

Spotfone presents an opportunity for Snap to expand the amount of entertaining content available to users. Previously, Snapchat users were limited to snaps posted by their friends or posted by publishers in the app’s Discover feature. Spotlight will give users a centralized location where they can access endless feeds of user-generated content.

Snap will inspire users to submit clips for the Spotlight idea by providing a daily pool of more than $ 1 million to users who create entertaining snaps. The company will use a proprietary equation to determine the payoff based on how many views a snap gets compared to other highly viewed snaps.

Users must be 16 or older to pay. The company will offer daily payments at least through the end of 2020, a company spokesperson told CNBC. This is similar to the Instagram reels of TickTock and Facebook, both of which have started programs that pay creators to post photos and video clips for their products.

Spotlight will not include advertisements at the launch, but a company spokesperson said Snap expects it to offer ads for the product in the coming months.

The idea of ​​a feed feeding short videos running in a continuous loop was innovated in 2013 by Twitter-owned Vine. Twitter closed Bell in 2017, the same year that ByteDance acquired Music. Bytdance then merged the music with TikTok in 2018. TikTok renders user videos in the same type of feed. Recently, Instagram threw its hat into this ring with the global launch of reels in August.

A Snap spokesperson said the spotlight draws inspiration from other services. In particular, a lot of Snap users export video using Snapchat’s cameras, and unique augmented-reality features, before exporting and posting it to Tickcock. Likewise, the reels inspired the company to develop a spotlight to make it easier for users to post content publicly.

The spokesman said Snape is hoping that the spotlight will stand on several different dividers. For example, the spotlight will not include any public comment. The spokesperson said that the most important thing is that Spotlight will not include any political content in the launch and Snap’s policies do not allow any posts with misinformation.

To begin, Spotlights will be available to users in the US, Canada, Australia, New Zealand, UK, Ireland, Norway, Sweden, Denmark, Germany and France. Users can find the spotlight by opening the Snapchat app, tapping on the play button icon at the bottom right corner of the screen, or swiping on the tab on the right.


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