Snapchats Spotlight is a big gamble for the company and creators

Today, let’s talk about the deceptively bold way in which Snapchat has reimagined TikTok as part of its new feature, Spotlight. A new milestone on TikTok helps to explain the opportunity.

I.

Over the weekend, TikTok saw its first creator reach 100 million followers. The creator is Charli D’Amelio, who hit that mark just 18 months after she created her account. That speaks to the broad appeal of her personality and her videos, which often feature popular dances of the moment. The mark also reflects the rapid growth of TikTok, whose shortform videos are rapidly taking over all social networks.

But in another way, D’Amelio’s achievement wasn’t remarkable at all. In fact, in many ways, it was textbook: a fast-growing new platform, a young...

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