Snapchat’s new ‘Spotlight’ feature is a TikTok rip off

Is Snapchat using 'money-making' mechanisms to lure the youth?

There was a time when the youth preferred Snapchat and all its quirky features. The tables have turned where TikTok is now every one-in-third user’s preference. To “take back” its crown, Snapchat has introduced the ‘Spotlight’ feature influenced by TikTok. That’s a non-controversial way of saying Snapchat copied TikTok’s feature.

TikTok users would know this feature under the ‘For You’ feature, which displays interesting videos without following anyone. Similarly, Snapchat’s Spotlight feature also shows interesting videos that surface specifically for you, without you having to follow anyone in particular.

In its announcement, Spotlight said, “We built Spotlight to be a place where anyone’s content can take center stage – without needing a public account, or an influencer following. 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 shared with friends. It also considers negative factors, including if the viewer skipped watching the Snap quickly.”

Snapchat is also encouraging everyone to post their Snaps to Spotlight by giving out $1 million on a daily basis. They will be distributed between the top videos. According to the American multimedia messaging app, the amount to be paid will depend on how a Snap gets “unique views” in a day. In simpler words, the creators of viral videos are set to get richer.

I am an ambivert, an avid reader, a movie buff, a tea connoisseur, and a staunch fan of Priyanka Chopra Jonas. I like to give my insights through words, which come naturally to me. They also help me to express the myriads of emotions I go through. When not working, I'm either watching the latest tech videos or flipping through pages.


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