Digiday: Snapchat Experiments with Sharing Ad Revenue with Creators

Snapchat is working to make its ad partners happy. As Digiday notes in a recent article, that means that the social app is going to start sharing ad revenue with its partners. This move was announced during Snapchat’s keynote at VidCon, but was first established following the company’s first Creators Summit, which gave 13 Snapchat creators the opportunity to talk with executives.

Splitting ad revenue with content creators isn’t a new idea. YouTube offers its own ad revenue split to both small and large creators, and Facebook is exploring ways to monetize options across its platform and Instagram. Mike Metzler, one of the 13 creators who attended Snapchat’s Creators Summit, said that splitting ad-revenue is a needed step forward. He commented, “I can say emphatically that creators would love seeing ad revenue split. The unfortunate truth is that brand deals have been few and far between for Snapchatters of my size compared to, say, 2016, when they were coming in once a week,” Metzler said. “I’m at a point where if I am not able to monetize my content, I have to put my effort elsewhere.”

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