It is very obvious, and understandable, that all social media platforms are in the business of competing with each other. With Instagram providing a reels feature to compete with TikTok, now Snapchat launches its Spotlight feature, awarding $1 million USD a day to the most entertaining posts.

This new format essentially allows Snapchatters to view content from influencers and other members of the social media network. But the goal of this feature is broadening the connections among Snapchat users, by allowing anyone to create a video that could get distributed on the platform. 

As its name suggest, the feature will “spotlight” the most entertaining posts every day, and go as far as awarding a cash prize to the users posting them. The company is calling this a “proprietary formula,” meaning that the posts will be curated and highlighted to each user, enabling the algorithm to learn your likes and preferences over time—in an effort to tailor more personalized and specific feeds. 

The $1 million USD comes as a move to promote this launch by Snap Inc. The posts awarded this prize will be based on unique views. But this feature doesn’t apply to popular accounts and influencers, but extends the offer to every user – granted their content is good enough to be featured. In order to protect the users’ privacy, the company will ensure that the posts are moderated, vetted, and all the profiles will be set to private by default.

The feature is available across the U.S., Canada, Australia, New Zealand, the U.K., Ireland, Norway, Sweden, Denmark, Germany, and France, and will launch in other countries soon.