Snapchat is testing ads in the stories, becoming the latest platform to boost the creator economy, The Verge has learned. The feature, which is currently in beta mode for a small group of US creators, features mid-roll ads that appear in the stories.
According to reports, the Santa Monica-based company plans to share the revenue from these ads with creators based on metrics like posting frequency and engagement. Available only to Snap Stars, the feature is anticipated to get a wider rollout in the coming months.
Last December, Snapchat said it had paid out over $250 million to more than 12,000 creators through its Spotlight programs. Although the platform is actively moving toward its engagement with creators, it's still far from competitors like YouTube, which paid out its partners $30 billion from 2018 to 2020.