Snap reports 130% growth in people posting to Spotlight
Snap disclosed on November 4 that the number of people posting to Spotlight grew 130% year over year in the third quarter. Chief executive Evan Spiegel said daily active Spotlight viewers increased 40% over the same period. Chief commercial officer Ronan Harris reported a 22% increase in average Spotlight eCPM, the price advertisers pay per thousand impressions. Snap did not connect those gains to a new creator revenue share or publish creator earnings figures in these remarks.
THE BREAKDOWN
Use the new figures to justify a measured Spotlight test for creators who already produce vertical video. Track the creator's watch time and earnings because higher platform ad pricing does not establish higher creator payouts. Ask for creator-level audience geography before setting a sponsorship fee from global growth figures. Compare incremental revenue with editing and posting costs before committing the roster to another distribution schedule.
Get the full briefing weekly
Read by talent managers, agents, and brand partnership professionals every Friday.