
Matthew, who now has about 20,000 followers on Snapchat, is one of the platform's Snap Stars, which the company describes as "public figures or creators who bring some of the best and most entertaining content to Snapchat." It was basically, 'Hey, let's get on a call, let's talk about this.' And we got on the call, they explained the program, then they added me to it," Matthew told Insider.

Then, last August, a company representative got in touch with him. He was not accepted into the program at that time. When Matthew, who uses the name MattyKay online for privacy reasons, heard in early 2022 that Snapchat was launching a program to share advertising revenue with creators, he emailed the company to show his interest.


