![]() Messaging is the stickiest user behavior that exists, and people really, really like lotteries. For Snap to work, it only has to regularly convince average people to play the lottery in between messaging their friends. Snap has previously benefited by betting on a product that lowers pressure for users.įor TikTok to succeed over the long term, it has to retain D’Amelio and its other top creators even as their success continuously brings them new opportunities. It’s unclear whether the random chance for a big payout will pull users’ great ideas away from TikTok and Instagram, but Snap provides a unique option: a video’s maker can choose to be private, offering a break from influencer culture. If others view the same video repeatedly, for instance, that’s a signal it’s catching on and will spur the algorithm to distribute it more widely. ![]() Instead, an algorithm will determine what to show Snapchat users based on how often others view the post. ![]() To earn the money, video submitters to Spotlight don’t have to have large followers - or even have public profiles. Here’s Sarah Frier explaining Spotlight in Bloomberg: The company’s idea is to replace public follower counts, likes, and comments with something that more closely resembles a lottery - and at least through the end of this year, the company will pay out $1 million a day. What Snap is asking with Spotlight, the company’s own take on shortform video, is whether you can build an engine for culture that benefits many thousands of people, rather than hundreds. Even TikTok’s plan to pay US creators $1 billion over the next three years seems designed more to retain top creators than to establish new ones. A handful of creators attract many millions of followers those creators get sponsorship deals and thus, the rewards to individual users follow a rich-get-richer distribution. Yet, despite those differences, TikTok’s influencer economy looks much like any other platform’s. The app’s For You feed is one of the most delightfully unpredictable spaces in social networks - even as it learns your preferences, TikTok still manages to surface truly strange and compelling new things. Instagram mostly knows how to promote influencers TikTok, on the other hand, spreads dances, sounds, and jokes.Īll of this has had a democratizing effect on the kinds of videos that go viral. That’s a primary reason why TikTok now feels like a vital engine of culture in a way that other social networks don’t. This following-optional model has meant that the app is as likely to make a star out of a dance or a snippet of audio as it is to make one out of a human being. It opens to a feed of videos that have been chosen for you based on whatever the app has gleaned about you, whether you follow anyone or not. TikTok’s approach to promoting videos differs from its predecessors in notable ways. Instagram often promoted new creators on its own Instagram account later stars emerged through its recommendations-driven “explore” tab. Both contributed to the rise of early YouTube stars. YouTube once had human editors choosing videos to go on its homepage later, it added recommendation algorithms. In fact, in many ways, it was textbook: a fast-growing new platform, a young and beautiful creator, and recommendation algorithms that drive more and more attention to the early winners over time. The mark also reflects the rapid growth of TikTok, whose shortform videos are rapidly taking over all social networks.īut in another way, D’Amelio’s achievement wasn’t remarkable at all. That speaks to the broad appeal of her personality and her videos, which often feature popular dances of the moment. The creator is Charli D’Amelio, who hit that mark just 18 months after she created her account. Over the weekend, TikTok saw its first creator reach 100 million followers. A new milestone on TikTok helps to explain the opportunity. Today, let’s talk about the deceptively bold way in which Snapchat has reimagined TikTok as part of its new feature, Spotlight.
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