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Facebook & Instagram To Start Rewarding Creators With Over $1 Billion Next Year
By Alexa Heah, 15 Jul 2021
Image via Primakov / Shutterstock.com
Facebook CEO Mark Zuckerberg announced in a Facebook post that the social media giant will be paying out more than US$1 billion to creators on Facebook and Instagram throughout 2022.
The new investment will include bonus programs that will pay creators for hitting certain milestones when using Facebook or Instagram tools. It will also provide funding for creators to produce more of their own content.
According to Variety, Facebook has plans to launch a dedicated section for creator bonuses within the Instagram app this summer, with it rolling out to Facebook in the fall. This will allow creators to learn about the bonuses available to them, and if they’re eligible for the payout. As of now, bonuses are only available by invitation.
On Facebook, video creators can look forward to receiving an in-stream bonus if they choose to allow in-stream advertisements on their page. The platform is also expanding its ‘Stars Challenges’ program to include gaming creators, with these users receiving monthly bonuses for hitting specific milestones on the platform over the next three months.
As for Instagram, select users will be able to earn a one-time IGTV advertising bonus upon signing up for IGTV advertisements. This will also enable them to earn a share of the revenue the advertisements generate when running against their content.
The platform has also begun trialing an Instagram Live bonus, which is currently available to creators in 11 countries across the globe. When the users meet certain milestones and badges on Live, they’ll earn extra rewards too.
To tie in with Instagram Reels, the app’s TikTok rival that rolled out last year, there’s a new Instagram Reels bonus for creators this summer. In the next few weeks, creators will be invited to be part of a rewards program that pays them based on the amount of engagement their Reels receive.
“We want to build the best platforms for millions of creators to make a living, so we’re creating new programs to invest over $1 billion to reward creators for great content they create on Facebook and Instagram through 2022,” Zuckerberg explained.
“Investing in creators isn’t new for us, but I’m excited to expand this work over time.”
[via Variety, cover image via Primakov / Shutterstock.com]
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