‘No Community Without Comments’: Snapchat’s Spotlight Hits Snags In its Creator Ambitions

Without comments or public profiles for everyone, Snapchat’s TikTok competitor has a way to go

Snapchat and TikTok are converging. Snap;TikTok
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Snapchat’s Spotlight—launched Monday—is similar in content and format to TikTok. But marketers say it does not yet have the star-making setup, like public follower counts and comments, that can create and sustain an influencer economy on the app.

@ScottNover scott.nover@adweek.com Scott Nover is a platforms reporter at Adweek, covering social media companies and their influence.