Snapchat’s taking a brand new method to selling its TikTok-like Highlight feed, by partnering with Kim Kardashian West and household to launch a brand new ‘acts of kindness’ initiative, which calls on Snapchat creators to share their very own acts of kindness by way of Highlight clips for a share in $100,000 in prize cash.
As defined by Snapchat:
“Starting as we speak, Snapchatters can be a part of Kim and Kris in submitting Snaps of their acts of kindness to Highlight – whether or not it’s making somebody a selfmade meal, cleansing up your neighborhood, or just stunning your family members with some unprompted compliments. Creators globally have an opportunity to obtain a share of the thousands and thousands monthly we make accessible for the highest Highlight Snaps. And for Snapchatters within the US, undergo the Highlight #KindnessChallenge by way of the Highlight Trending Web page displaying the way you unfold pleasure by stunning a liked one with a praise or random act of kindness for the possibility to win a share of $100,000 USD!”
The initiative goals to assist enhance Highlight take-up and improve positivity coming into the top of the 12 months, which could possibly be choice, contemplating the largely unfavorable information tales over the earlier 12 months.
As Snapchat notes, it already has a funding program in place to incentivize Highlight clips, which initially began at $1 million per day, divided between the top-performing clips, however has since been revised down to ‘millions per month’. That change sparked a degree of frustration among Spotlight creators, a few of whom had come to depend on the funding, however this system, general, has helped to spice up take-up of the choice, which has seen a gentle improve in uploads and views over the previous 12 months.
Certainly, Snapchat reported again in April that 125 million people had been viewing Highlight content material each month (Snap has 306 million daily active users in whole), whereas in October, Snap reported that each day Highlight uploads had more than doubled, quarter-over-quarter.
This new push is one other effort to spice up curiosity within the choice, and with broader engagement with short-form video on the rise, it could possibly be a great way for Snap to maximise the format, heading into the vacation interval.
Apparently, Snapchat has additionally shared some new parameters round the way it will look to pick out the clips that obtain a share of its Highlight funding.
Again in October, Snapchat added ‘Spotlight Challenges’ into the combination, which allows Snap to set particular actions and parts that customers can movie of their Highlight clips, in an effort to enhance their probabilities of successful a share of the Highlight money.
Now, Snap’s outlining some further security issues round these clips:
“In contrast to “challenges” on different platforms, Snap’s Highlight editorial staff curates every Highlight Problem. The staff is targeted on amplifying these tendencies which might be constructive, inclusive, inventive, and interesting as opposed to those who are dangerous.”
That’s a direct shot on the controversy round a few of TikTok’s challenges, together with the ‘Milk Crate Problem’, which have result in accidents and hurt amongst individuals.
Primarily, Snap’s attempting to implement a degree of supervision over the content material that customers share within the app, by making its Highlight funding contingent on these measures. That doesn’t cease customers from importing no matter they need, however if you happen to additionally wish to be eligible for a minimize of its funding, you’ll want to stick to security issues.
General, the push appears to be like to make Highlight a extra constructive, uplifting content material expertise, which may assist to make it extra interesting to Snap customers, additional growing engagement. And perhaps, that can then hold extra Snap customers from migrating to TikTok as an alternative, if Snap can present a extra entertaining and enriching content material feed.
Snapchat’s Highlight Challenges can be found to customers within the US, whereas Snap notes that extra markets will have the ability to participate ‘within the following months’.