21 July 2021
Snapchat has become the newest social media app to clone TikTok. It has announced a new feature named Spotlight that resembles TikTok as well as Instagram Reels. The aim of the feature is to keep users engaged on the platform by showing them videos continuously.
Spotlight will show content from all public and celebrity accounts even if the user is not following them. This is exactly what happens in TikTok and Reels. This move ensures that users stay hooked to the platform as they keep watching and scrolling up to discover new content similar to their preferences.
The official statement says:
Our content algorithms work to surface the most engaging Snaps you’d be interested in. We focus on serving the right Snaps to the right person at the right time. We do this by trying to understand your personal preferences. Our ranking algorithm looks at factors that show people are interested in a particular Snap, like: the amount of time spent watching it, if it is favorited, and if it’s shared with friends. It also considers negative factors, including if the viewer skipped watching the Snap quickly.
This new feature will be available as a dedicated tab within the Snapchat app. It has been made available in 11 countries including the United States and the United Kindom. In an attempt to encourage users to create content for Spotlight, Snapchat will be distributing $1 million per day among top content creators in the United States. This reward offer will run until the end of the year with a possibility for expansion.