Just when it seems like all the innovation is gone from social media, and the major players dominate the market, TikTok shows that there is still room for new approaches to fit in, and take over in many respects.Īt first glance, Spotlight doesn't look like it will become a major challenger for TikTok, but it's impossible to say without seeing how it's developed. If users are responding to such functions, and like Snapchat, you already have a range of user-submitted clips that could fit into the same mold, and cater to that demand, why not provide the option within your own tool?īut it's pretty amazing to consider the impact that TikTok has had in this respect. Snapchat has also released a set of guidelines on what it's looking for in Spotlight clips:Īnd it makes sense, in many ways, given the rise of short-form video clips - but as noted, it does start to make all the major social apps feel a little similar, with the same functionalities appearing in each (Instagram Reels, YouTube Shorts, etc.).īut then again, each app is looking to align with habitual behaviors.

if people watch a clip through to completion)Īnd like TikTok, Because the clips are displayed in full screen, Snapchat will be able to use more specific indicators to tailor the feed to each persons' interest, making your Spotlight feed more engaging over time.

Snapchat says that Spotlight slips will be shown to each user based on: The Spotlight feed will utilize a similar algorithm to TikTok, in ranking each individual clip based on engagement.

That's obviously impossible to say, but if nothing else, it will provide Snapchat with a new option for users to check out, which could boost interest. That's somewhat similar to TikTok's Creator Fund, providing financial incentive to keep users posting - and with the holidays coming up, Spotlight comes at just the right time to give Snapchat a fresh, new boost.īut will it work? Will Snapchatters warm to the new function, and become more aligned to Snapchat than TikTok for such content?

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