"In June 2025, Snap Inc announced a suite of creator tools: globally available templates that turn saved Snaps (aka Memories) into full-screen video compilations, new "Top Content" and "Total View Time" metrics for public creators, and deeper insights to support paid-content opportunities. These sit alongside the company's growing monetisation framework, from ad-revenue sharing for creators with more than 50,000 followers and 25 million monthly views, to payouts on Spotlight, its short-form video feature that functions like TikTok's FYP,"
"When Kylie Jenner teased her King Kylie cosmetics drop earlier this month with a 24-hour exclusive campaign on Snapchat (complete with a nostalgic dog filter), it felt like a full-circle moment. After her early Snaps helped turn the app into a hub for celebrity, influencer and brand content, Jenner's off-hand 2018 tweet asking, "sooo does anyone else not open Snapchat anymore?" wiped roughly $1.3 billion from the company's market value in a single day."
Kylie Jenner launched a 24-hour King Kylie cosmetics exclusive on Snapchat, recalling her early role in popularising the app and her 2018 tweet that briefly damaged its market value. Snapchat has been repositioning as a creator-first platform by adding templates that convert Memories into full-screen video compilations, new "Top Content" and "Total View Time" creator metrics, and deeper insights for paid-content. Monetisation has expanded with ad-revenue sharing for qualifying creators and Spotlight payouts for viral clips. Creator Collab Studio links talent and brands, and Snap School events have encouraged creators to explore the platform’s new tools.
Read at Vogue
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