Snap may not be the biggest social platform, but it manages to keep up with those that are. A distinguished leader in AR development, Snap has secured its relevance for the next stage of digital connection. On that note, Snap has recently announced a new funding program for AR creators. The new Snap Creator cash payouts should help foster the next wave of in-app digital creatives.
Pay Day
Snap’s Lens Creator Rewards program celebrates the most creative Lenses. Previous revenue-share programs have proven ineffective as the creator pool grows but has shown how incentive drives activity. Although a bit wonky, if Snap can get the balance right, its new payout model could greatly benefit creators. As per Snap:
“Every month, a Lens Creator could be awarded up to $7,200 if their Lens is the top-performing Lens in the United States, India, and Mexico. The program is open to new and existing Lens Studio community members from nearly 40 countries.”
Again, that could be a good incentive to keep AR creators building in Snap’s apps. Talent competition is rising in other platforms, so things have become a race for whoever can offer the best payouts.
An internal proprietary system determines the amount of Snap Creator cash payouts. That keeps things suitably vague, hinting at how Snap may want to tweak program incentives over time. However, it could also be problematic if there are no specific measures or thresholds if payment amounts begin fluctuating. That has been a problem for Snap in other contexts, with creators getting annoyed by inconsistent Spotlight payout amounts. Ideally, Snap should set more concrete parameters while simultaneously keeping its options open to make them more bespoke.
Note that AR creators from every region can join the program, but:
“Engagement of a Lens in the US, India, and Mexico will be used to measure performance each month.”
So, for example, if you are a Spanish creator, Lens performance measurement is still based on the three regions above. That sounds odd, but it is still early days. Every new push has to start somewhere, right? Either way, it is another means of directly earning from Snapchat content creation, helping to build and maximize in-app presence.
The Wrap
Snap also mentions commercial opportunities for its AR offers. As an AR leader, Snap’s AR creator community has facilitated the release of more than 3 million Lenses. Snapchatters have seen those Lenses over 5 trillion times. These new Snap Creator cash payouts offer the app a way to improve its relevance, helping it retain AR leadership. The new revenue push also helps Snap expand its AR tools to other apps through its ARES initiative. The opportunities could indeed be significant for rising developers and hobbyists.
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