Snapchat launched Spotlight yesterday, a video creation and discovery product that is widely viewed as a competitor to TikTok. Spotlight’s algorithm will aim to democratize content discovery by surfacing content based on engagement (rather than the following of the creator), mirroring certain elements of TikTok’s algorithm. Snapchat also announced plans to distribute $1M per day among top creators on the platform in an effort to incentivize content production.
More context: Spotlight is the second TikTok-related product to be launched by a major social media platform this year, joining Instagram Reels (launched in August).
