Mariah Carey is hosting a Valentine’s Day challenge on Snapchat Spotlight. Following the artist’s “All I Want for Christmas” Spotlight challenge, Mariah Carey is back for another with the “Always Be My Baby” challenge, encouraging Snapchatters to make a video using the hit song to share how they’re celebrating Valentine’s Day. The creator behind the top-performing Snap will score $50,000, with the second and third place creators earning $30,000 and $20,000, respectively. Not only is the Spotlight challenge an engaging way to inspire user-generated content on the platform, it shows how platforms beyond TikTok are creating entertaining content. YPulse’s social media research shows Gen Z’s Snapchat usage increased from 56% in October 2020 to 60% in October 2021. (Adweek, Billboard)
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