Snapchat is opening up its Show format to influencers and it marks a big change for the company
It’s no secret that Snapchat has neglected to create a destination where creators (like the ones who flock to YouTube in hopes of making cash) can prosper. Even CEO Evan Spiegel has admitted to this problem.
“While we have made significant progress in our work to empower the creation of user-generated content from friends, and premium content from publishers, we have historically neglected the creator community,” Spiegel said during the investor call at the end of last year.
But since that call, Snapchat has slowly been evolving into an online destination that tries to foster its creative community. However, even with its updates to the platform –intended to make life easier for its creators– Snapchat has failed to offer the thing that influencers value the most: a path towards monetization. But that soon may change.
Today at Vidcon, Snap announced that Snapchat Shows — a short-form serialized video format that was only available to premium content providers like NBC Universal — is now being extended to creators, reported Variety. The company’s director of content partnerships, Sean Mills, took to the stage at the event to make the announcement where he revealed that the first such Show will feature beauty influencer Patrick Starrr, creator and star of an E!-branded makeover Show, “Face Forward.” The makeover tutorial series is expected to launch on the Discover Platform later this year.
With the Discover section now being open to influencers, the next logical step for Snapchat — if it wants to reconcile its tarnished relationship with creators — is to allow these influencers to make money off the content posted to Discover. The company has made small strides when it comes to helping creators make money. In February of this year, the Snap took a significant step forward in making some type of monetization a reality with the launch of a new analytics page. The new page gave Snapchatters performance metrics including weekly, monthly, and year-to-date story view count and information on how much time Snapchat users spend viewing a creator’s stories. While it’s not guaranteed money, creators are potentially able to use the data from their analytics page to attract sponsors.
Patrick Starr’s “Face Forward.” marks the second Show-related announcement this week from the company, which has expanded its original programming to include soft-scripted docu-series, a first for the company.