“Traditionally a platform comes out like TikTok. And it kind of steals the attention from other places but Snapchat seems to kind of be reigniting,” Alberto said. “People think of Snap as a way to make stories and communicate with friends. I think they’re really trying to open the door and have content creators. I think it would be really interesting if they use this moment to really make Snapchat a place for influencers.”
Content creators on Snap said that Spotlight has helped bring back inactive users and made them spend more time on the app.
“Spotlight is definitely making a big splash in the community,” said Sarah Callahan, a content creator who goes by Sarati. Callahan, a 25-year-old with 725,000 subscribers on the app, told CNBC she’s made $1.63 million so far on the platform from her meme and fitness content.
“Spotlight gives a ton of people a voice and allows anyone to do anything with it, but the more you post, the more you do, the more money you’ll make with Spotlight,” she said. “All of the creators on there are consistent and they’re doing it as a business.”