Snapchat is making it easier for developers to market their products directly through viral content. It’s introducing Creative Kit for Spotlight today, which will allow app developers to provide users the ability to publish directly to Spotlight, Snapchat’s TikTok rival.
Simultaneously, Snapchat users can explore material created on those applications and then effortlessly download it.
It’s a win-win situation for all parties: Snapchat gets more material on its platform, while developers get more downloads if their effect or tool becomes viral.
Developers can also create hashtag topics that will tag this content, allowing them to track how well it performs and let viewers see everything created with that effect. Snap has stated that it will not take any kind of split from developers, even if their product demands a payment to use.
Videoleap and Beatleap by Lightricks, Splice, Powder, and Piata Farms are among the first partners. All of these applications include creation tools, and this is clearly done so that people will find the app by the material it assisted in creating – a true advertisement.
Although this is only the beginning of apps leveraging Snapchat as a distribution channel, it has the potential to send a large number of downloads their way, similar to how Snapchat’s user base explodes when a specific filter goes viral.
Snap projected that between 7 and 9 million people joined the network in 2019 as a result of viral face filters like one that turned them into newborns. The same thing may happen with an app, potentially altering the relationship between developers and established app stores in the long run.