13 hours ago
This Is Why Top Creators Are Suddenly Switching To Snapchat
Social media in 2025 often feels like a high-stakes performance. Filters, edits and algorithmic gimmicks dominate most platforms. But Snapchat is flipping the script by championing unfiltered storytelling and creator-first design. Its approach is proving that authenticity can drive engagement and deliver meaningful monetization.
Snapchat's Philosophy
"Now more than ever, creators are being rewarded on Snap for being themselves and sharing their lives in this unfiltered, unedited way," says Varshini Satish, Talent Partnerships Lead at Snapchat. "There is this real sense that you might know a creator on a different platform in one light, but you're going to get to know them in a completely different way on Snap."
That ethos is deeply resonating with creators like Cheyenne Davis, a mom of three and former reality TV star. "Snapchat has truly been a game changer for me as a creator," she shares. 'It has given me the tools to grow my following and turn my content into a real business.'
Snapchat's Differentiator
Snapchat's unique value proposition for creators stems from a combination of personalized support, evolving tools and a monetization model that values connection over clout. Satish explains, "We want Snap to be an 'and' not an 'or'. We never want your time on Snap to cannibalize from your time on other platforms."
Unlike the high production standards often required on TikTok or Instagram, Snap rewards raw, everyday storytelling. "There are creators... who say this is a platform where they can come on safely and without judgment," Satish adds.
Economic Empowerment Through Performance-Based Monetization
It is not just about emotional safety, but economic opportunity. Snapchat paid out over half a billion dollars to creators and media partners in 2024. Novian "Nova" Cherry, a creator who found fame on Snapchat's Spotlight feature, explained her support "Snapchat gave me a real opportunity when other platforms made it feel impossible to grow without already being big. I love how real and unfiltered it is and how real the connection feels with my audience. I started on Spotlight with zero followers, just posting for fun and now I've got 804,000 and counting. My content gets seen, shared, and appreciated, and the algorithm actually gives new creators a chance to shine."
The Unified Monetization Program simplifies earning from both Stories and Spotlight. With lower entry barriers, creators can now qualify more easily and start monetizing faster.
Insights, Tools, and Features That Empower
Insights tools now offer metrics like Returning Viewers, Total View Time and Spotlight Average View Rate. "We are always thinking about how to deepen engagement for creators and help them understand their audiences better," says Satish.
New features like dual camera recording, auto-saving Stories to profiles and an intuitive timeline editor enhance creators' storytelling capabilities. "I want to see so much more dual camera content," Satish tells me enthusiastically.
Snapchat's Growth
Over 250 million people post content for public consumption on Snapchat monthly. In Q1 2025, Snap Star Spotlight posts grew by over 125 percent year-over-year in North America. Total time spent watching content is also up, with nearly 9 billion favorites per month, underscoring deep fan engagement.
Building Creator Relationships
Snapchat is not trying to be everything to everyone. Instead, it is doubling down on what makes it unique. "We snap them. We text them. We meet just to catch up about life," Satish emphasizes.
For creators burnt out on algorithm changes and pressure to constantly go viral, Snap offers a quieter, more sustainable model for success. As Davis sums it up: 'Getting rewarded through Snapchat's monetization program... has opened doors I never could have imagined.'
Key Takeaways for Creators Considering Snapchat
This article is based on an interview from my podcast, The Business of Creators.
