Snapchat Wants You to Post. It’s Willing to Pay Millions. (Published 2021)

“Everyone’s already a creator,” said Li Jin, a general partner at Variant Fund and an ex-partner at Andreessen Horowitz. “We’re all creating content on the internet. I think this binary divide between who’s a creator versus who’s a consumer – it doesn’t really exist. Everyone is creating something of value on the internet.”

Notably, Snap is placing its incentives at the level of the content, rather than the creator. While some Spotlight posts bear the creator’s name, many really are anonymous — allowing people to profit from their posts without having to develop (and eventually become boxed in by) Snapchat-specific personas.