Snapchat Launches TikTok, Instagram Reels Competitor

The new Snapchat feature, called Spotlight, allows users to create short-form video content similar to the format that TikTok popularised over the last year.

Snapchat, known for its disappearing content, is offering users whose videos are among the “top Snaps” a chunk of a one million dollar pot per day through the end of the year, though the mechanisms by which a Spotlight goes “viral” compared to other platforms appears different: Users can “like” Spotlight videos, but they cannot see how many other users liked or commented on the videos themselves, distinguishing the Snapchat feature from Instagram Reels and TikTok.

The race to compete with TikTok has widened the influencer marketing space, as brands scramble to create their own viral content as well as partner with the fastest-growing creators on each platform.