Snapchat Launches “Spotlight Boost” to Help Brands Amplify Creator Content

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Snapchat introduces Spotlight Boost, a new feature that lets brands promote organic creator videos—bridging the gap between authenticity and paid reach.

Snapchat is giving brands a new way to tap into creator content—without starting from scratch. On June 24, the platform rolled out Spotlight Boost, a feature that allows advertisers to amplify organic videos from creators on Spotlight, Snapchat’s TikTok-style short-form feed.

The tool works similarly to TikTok’s Spark Ads or Instagram’s Branded Content Boost. Brands can now identify high-performing creator posts and promote them as paid ads, preserving the original creator’s voice and engagement metrics while extending reach.

Spotlight Boost is designed to streamline creator-brand collaboration. Instead of negotiating custom campaigns, brands can request permission to boost existing content that aligns with their messaging. Once approved, the post becomes a paid placement with full-funnel tracking.

Snapchat says the feature is already showing promise in early tests, with boosted Spotlight videos delivering higher watch times and swipe-up rates compared to traditional ads. The format also supports first-party measurement, allowing brands to track conversions and optimize performance.

For creators, the benefit is exposure and monetization. Boosted posts retain the original handle and engagement, helping creators grow their audience while earning a share of ad revenue.

With Spotlight Boost, Snapchat is betting that authenticity + amplification = performance—and giving brands a shortcut to creator-led storytelling.