Meta says it will now pay creators for original content on Facebook Reels

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Meta recently said that give preference to original content in his algorithms. Now they will pay for it.

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To help fend off the threat of TikTok, Meta announced this week it’s now giving extra bonuses to Reels creators who post original content on Facebook. The company warned that this change in payouts could result in some authors losing money and others gaining relative to their previous performance. It’s also introducing a new incentive called “Challenge” that allows Facebook Reels creators to earn up to $4,000 per month for reaching specific goals.

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Not to be confused with hashtag challenges – when a company asks its community of creators to post a post on a specific topic – Facebook challenges are a way to go through a series of bonuses to achieve the highest payout.

Each month, creators will be able to participate in a set of consecutive cumulative challenges that complement each other. For example, a creator can first earn $20 when at least 5 of their reels reach 100 plays each. Once they reach this goal, another one will be unlocked – such as earning $100 when 20 reels reach 500 games each. This progress will continue for a 30 day period and then reset at the beginning of the next month to start a new set of challenges.

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Only selected authors were invited to Reel Bonus Program at this time, notes Facebook. But the company says it plans to test various incentive programs and adjust payout prices as more information becomes available. He also notes that started rolling out overlays to Reels on Facebook where they test a wider range of authors and will expand over time.

“More than 45% of Instagram accounts like, comment or share at least once a week,” Meta COO Sheryl Sandberg said, speaking to an audience of media buyers during NewFronts’ presentation earlier this week. “Creators of all types are building on Reels and using it as a way to reach new audiences and connect with their fans. And we support them with monetization tools, both through bonus ad revenue sharing programs and through fan support,” she said.

Meta also announced that its Stars virtual tip system has expanded tests on Facebook, and soon Instagram creators will be able to post their videos on Facebook. the function it is testing since last fall. As part of this expansion, Meta will test to allow creators to earn a share of ad revenue on their cross-posted videos. through overlaysalso.

Meta currently monetizes overlay ads with a 55% revenue share for the creator and 45% for Facebook. This is slightly above the 50/50 share that TikTok just announced this week. with the launch of their TikTok Pulse program. While Pulse is a different type of promotional product, it is currently the first and only promotion for TikTok creators. But since Facebook ads still tend to be more expensive than TikTok, while it is difficult to say what share of turnover will be more profitable for the creator.

Perhaps the most important piece of news coming out this week is that Facebook is taking a step towards making bonuses less of a black box.

Last year the creators receiving huge rewards – even up to $10,000 or more – but the numbers have gone down since then, some creators said. Theft informed The creators found that the number of views required to reach the bonus goal had increased, making it harder to hit their threshold. But because the Meta system is dynamic and personalized, it can be difficult to understand what Meta’s goals are.

On that front, Meta will now at least give individual creators the ability to track their bonuses in one place to see how well they are performing.

Meta says it’s introducing a Reels Play Bonus Insight Facebook page where they can see how many games each of their eligible reels have received over a given earning period.

Changes in the Bonus program follow another recent move by the company change their algorithms to prioritize original content over reposts or other aggregated content from other sources. Meta has already stated that it does not want TikTok reposts, having previously stated that watermarked content another site will be downgraded.

As Meta moves towards monetizing more of its reels through ads, the company has moved to New fronts this week to promote your progress against TikTok. Here, the company reiterated some of the metrics associated with video cravings, noting that 50% of the time spent on the Meta platforms is now video-related; more than 2 billion people watch video with ads in the stream; and more than 700 million people use augmented reality effects every month.

“Reels, our newest video format, is now Instagram’s biggest engagement growth driver,” Nada Stirratt, vice president of Meta Americas, advertised during NewFronts’ launch. “Our portfolio of video solutions is used by creators and publishers alike to tell compelling stories for a wide audience,” she said.

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