Meta recently said it would prioritize original content in its algorithms. He will pay for it now.
To help repel the threat of TikTok, Meta announcements this week is now handing out additional bonuses to Reels creators who post original content on Facebook. The company warned that this change in payouts could lead to a loss of money while others make a profit compared to their previous performance. It also introduces a new incentive called “Challenges” that allows the creators of Facebook Reels to earn up to $ 4,000 a month to achieve certain goals.
Not to be confused with hashtag challenges – when a company asks its community of creators to post on a particular topic – Facebook’s challenges are a way to advance through a series of bonuses to get the most payout.
Each month, creators will be able to participate in a set of consistent, cumulative challenges that build on top of each other. For example, a creator can first win $ 20 when at least 5 of their reels reach 100 plays each. Once they achieve this goal, another will be unlocked – like winning $ 100 when 20 reels reach 500 games each. This progress will continue throughout the 30-day period, after which it will be reset at the beginning of next month to launch a new set of challenges.
Only selected creators are invited to Bonus drum program at this point, notes Facebook. But the company says it plans to test various incentive programs and adjust payout prices as it learns more. He also notes that he has started running overlay ads on Reels on Facebook, where they are testing with a wider range 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 chief operating officer Cheryl Sandberg, speaking to an audience of media buyers during NewFronts’ presentation earlier this week. “Creators of all kinds rely on Reels and use it as a way to engage new audiences and connect with their fans. And we support them with revenue-generating tools, both through bonus revenue-sharing programs and through fan support, ”she said.
Meta has also announced its virtual tip system, Stars, has expanded tests on Facebook, and Instagram creators will soon be able to post their Reels on Facebook, a feature they’ve been testing since last fall. As part of this extension, Meta will test allowing creators to earn a share of the advertising revenue of their cross-published drums. via overlay adsalso.
Meta currently provides overlay advertising revenue with a revenue share of 55% for the creator and 45% for Facebook. That’s a little higher than the 50/50 share TikTok just announced this week with the launch of its TikTok Pulse program. Although Pulse is a different type of advertising product, it is currently the first and only share of advertising turnover for the creators of TikTok. But because the ads on Facebook still tend to be more expensive than TikTok, it is still difficult to say which share of turnover would be more useful for the creator’s end result.
Perhaps the bigger news coming out this week is that Facebook is taking a step to make earning bonuses less than a black box.
Last year, the creators won huge prizes – up to $ 10,000 or so More ▼ – but the numbers have since decreased, said some creators. FT reported the creators found that the number of views required to achieve the bonus goal has increased, making it difficult to reach their threshold. But because Meta’s system is dynamic and customized, it can be difficult to really understand what Meta’s goals are.
On this front, Meta will now at least introduce a way for individual creators to track their bonuses in one place to see how well they are doing.
Meta says it is launching a Reels Play Bonus Insight Facebook page, where they will be able to see how many plays each of their eligible drums has received in a given profit period.
Changes to the bonus program follow another recent move by the company to change its algorithms to prioritize original content over republishing or other aggregated content from other sources. Meta has already said it does not want to re-publish TikTok, having previously said that content that includes a watermark from another site will be downgraded.
As Meta moves to generate revenue from more of its advertising drums, the company has taken on NewFronts this week to encourage progress in the TikTok challenge. Here, the company repeated some indicators related to video traction, noting that 50% of the time spent on Meta platforms now includes video; over 2 billion people watch videos with streaming ads; and more than 700 million people use AR effects each month.
“Reels, our latest video format, is now the biggest driver for increasing engagement on Instagram,” said Nada Stirat, Meta VP, USA, during the presentation of NewFronts. “Our suite of video solutions is used both from creators and publishers to tell immersive stories about audiences on a large scale, ”she said.