If Facebook and Instagram have Reels, Snapchat has Spotlight as its TikTok clone. With a creator kit, they are video snaps that last for 4 to 60 seconds. Today, Snapchat tests spotlight replies.
Spotlight replies are the most requested feature of snap chatters since its launch in November 2020. Starting next week, the platform will test spotlight replies among New Zealand users. Snap chatters can leave a text reply to Spotlight videos, which will be filtered by Snapchat’s AI. The spotlight creator can then decide whether to accept, publicize, or reject the comment.
Snapchat tests spotlight replies on 17 June 2022.
Implications to Marketers:
Spotlight replies on Snapchat can open up new ways for marketers to communicate with their audiences. Offering unique user controls can pave the way for snap chatters to use such commenting features.