Facebook is making a major investment in content creators, announcing that through 2022, the social platform plans to “invest over $1 billion in programs that give creators new ways to earn money for the content they create on Facebook and Instagram.”
What Are The Details Of Facebook’s $1 Billion Investment?
The key element to Facebook’s latest investment in content creators is centered around new “bonus programs,” which will “pay eligible creators for hitting certain milestones when they use our creative and monetization tools,” according to Facebook. Facebook adds that it will also “provide seed funding for creators to produce their content.” The bonus programs will essentially reward creators for posting content that users respond positively to, while also giving creators insight into which posts are performing better or worse than others.
Currently, the money Facebook will be paying out to content creators is on an invitation-only basis, with “new options for making money” still to come.
When Will Facebook’s Bonuses Become Available?
Facebook shared in a recent blog post that it will introduce two dedicated spots for bonuses this year, the first launching on Instagram in the summer and the second on Facebook during the fall.
On Facebook, content creators can earn money through:
- The In-Stream Bonus: This bonus option “pays an earnings bonus over the next four months to select video creators using in-stream ads.”
- The Stars Bonus: An expansion of Facebook’s “Stars Challenges program,” the Star Bonus will now incorporate “select gaming creators.” Facebook explains, “Participating video and gaming creators will receive a monthly bonus for hitting specific Stars milestones over the next three months.”
On Instagram, content creators can earn money through:
- The IGTV Ads Bonus: U.S. content creators can earn a “one-time bonus” when they sign up for IGTV ads.
- The Badges In Live Bonus: This bonus option “rewards creators when they meet certain milestones with badges, such as going Live with another account.”
- The Reels Summer Bonus: U.S. content creators will receive compensation through this bonus option when they produce “great Reels content on Instagram.”
Why Is Facebook Making A $1 Billion Investment In Content Creators?
In recent years, established social platforms have evolved and new social platforms have emerged to create enticing locations for content creators to connect with audiences and build a business for themselves. For Facebook, this massive investment in content creators allows the social platform to throw its hat in the ring, drawing creators in with the hopes of establishing long-term loyalty throughout the content creator space. “The earning potential among creators—whether they are writers, musicians, dancers or videogame streamers—has set off a race among platforms to embrace and support creative talent,” notes Sarah E. Needleman for The Wall Street Journal.
Facebook has joined a long list of social platforms that are taking note of the mass influence these content creators have and the potential they bring to drive increased engagement across demographics. “From artists to style experts and budding entertainers, creators drive so much of the passion and creativity we see across our apps,” writes Facebook. “As we continue building creative tools like Live Audio Rooms and Bulletin, as well as monetization products like Stars and affiliate, we also want to reward creators, especially those who are just starting out, for creating content their communities love.”
Are You Looking For New Ways To Reach Targeted Audiences?
Digital Media Solutions® (DMS) is a leading technology-enabled, data-driven digital performance advertising solutions provider connecting consumers and advertisers. Contact DMS today to learn how our first-party data asset, proprietary technology and expansive media reach can help you connect with high-intent consumers.
Related News About The Latest Facebook Updates
- Facebook Ad Review Process: Just The Facts
- Facebook & Instagram Will Let Posters Hide Likes: Just The Facts
- Why Are Facebook Advertising Prices Spiking — And What Can Digital Marketers Do About It?
- Facebook And Google Go Granular With Recent Ad Revenue Reporting
- Facebook Says Data Needed For Platform To Stay Free: Just The Facts
Additional Digital Advertising Resources
- DMS Success Story: Testing And Iterating Creative And Placements To Engage Retail Consumers
- DMS Success Story: Leveraging A Multi-Channel Media Mix To Drive High-Intent Leads
- Social Media Strategies For 2021
- Social Advertising Best Practices