Meta recently stated it would prioritize original content in its algorithms. Now, they're going to pay for it.
To help combat the TikTok threat, Meta announced that it will give bonuses to Reels creators who are publishing original content on Facebook.
They warned that while the change could make some creators gain money, some could lose when compared with their prior performance. Meta is also introducing a new incentive called ''Challenges'' that enables Facebook Reels creators to earn up to $ 4,000 per month for meeting certain goals.
Not to be confused with hashtag challenges - where a company asks its creator community to post about a certain topic - Facebook's challenges are a way to progress through a series of bonuses to reach a maximum payout.
Each month, creators will be able to participate in a set of challenges that build up on each other.
For example, the creator might only earn $ 20 when at least five of their reels reach 100 plays each. After they accomplish that goal, another would unlock, like earning $100 when 20 reach 500 plays each.
This progress would continue throughout the 30-day period.
Only select creators have been invited into the Reels Bonus Program at the moment, notes Facebook. But they say they're planning to test various incentive programs and adjust payout pricing as it learns more. Meta also notes they've begun rolling out overlay ads in Reels on Facebook where they're testing with a wider set of creators and will expand to more over time.
“Over 45% of Instagram accounts like, comment on, or share Reels at least once a week,” said Meta COO Sheryl Sandberg, speaking to an audience of media buyers during the company’s NewFronts presentation earlier this week. “Creators of all types are leaning into Reels and using it as a way to engage new audiences and connect with their fans. And we’re supporting them with tools to monetize, both through ad revenue share bonus programs and support from fans,” she said.
Meta also announced its virtual tipping system, Stars, has expanded tests on Facebook and soon Instagram creators will be able to crosspost their Reels to Facebook - a feature it's been testing since last fall.
As part of the expansion, Meta will test allowing creators to earn an ad revenue share on their crossposted Reels via Overlay ads, as well.
Currently, Meta is monetizing Overlay ads with a revenue share of 55% to the creator and 45% to Facebook. That's a bit higher than the 50/50 share TikTok just announced last week with the launch of their TikTok Pulse program.
Even though Pulse is a different type of ad product, it's the first and only ad rev share for TikTok creators presently.
But since Facebook ads tend to be more expensive than TikTok's it's hard to tell which ad revenue will be more beneficial in the bottom line for creators.