▷ Will Snapchat Spotlight always be so compelling for brands? 2021 -

Niri Brusa

Editorial project manager – CWT Advertising & Co’m

It’s official, Snapchat has extended the launch of its new Spotlight app across the world! This competitor of TikTok could become a big avenue for advertisers and brands as more and more marketers flock to use video ads …

With its deployment in India, Mexico and Brazil, parent company Snap seeks to increase the popularity of Spotlight, which already had 100 million monthly active users in January.

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This is impressive growth for a feature that Snapchat introduced in 11 countries barely two months earlier. The company originally announced plans to hand out $ 1 million a day to video creators as part of its efforts to get them to try out the platform’s new format.

The monetization strategy for top performing content was set to expire at the end of 2020, but Snap decided otherwise by extending the offering, boosting an average of 175,000 video submissions per day.

While brands are expected to increase their spending on videos on mobile applications 28% in the US alone this year, it remains to be seen if Snapchat can continue to attract enough users to become really interesting for big brands …