social media

The Hottest Social Media Marketing Takes On Snapchat’s Spotlight

The “how to use Spotlight” articles already made the internet rounds last week, so let’s dive into what they were really saying.
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Toby Howell

· less than 3 min read

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Exactly a week ago, when Thanksgiving still seemed a million years away, Snapchat launched Spotlight—an in-app feature highlighting Snap’s best user-generated content in a TikTok-like feed.

The “how to use Spotlight” articles already made the internet rounds last week, so let’s dive into what they were really saying:

For brands: “At first glance, Spotlight doesn't look like it will become a major challenger for TikTok, but it's impossible to say without seeing how it's developed. It also may not have to become a significant rival for TikTok in order to be considered a success. It'll be worth keeping tabs on either way—and for brands, it could be another element to factor into your planning,” wrote Andrew Hutchinson in Social Media Today.

For publishers: “In the absence of publisher content—and, for now, any kind of advertising—some publisher sources worried that Spotlight could potentially cannibalize some of the time Snapchat users were spending watching their content,” wrote Max Willens in Digiday.

For agencies: “Snapchat is not on the radar of the majority of our clients…but this could potentially be a gamechanger,” agency Connelly Partners’ Director of PR and Social Media Alyssa Stevens told Adweek.

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