Meta says it will now pay creators for original content in Facebook Reels (Image credit- Tech Crunch)
Meta is now extending tests on developing a new mechanism to compensate Instagram and Facebook Reels producers depending on how many people view their material on the platforms after canceling the monetization program for its artists. This is a fresh attempt by Meta to entice consumers away from its rival TikTok.
According to a statement made by Meta Platforms, the company is now exploring a new compensation strategy for its Reels in order to shift away from relying revenue entirely on advertisements shown to viewers.
According to a Bloomberg report, Meta is using this new method to entice users and advertisers to use its platforms rather than those of its current rivals, such as Tiktok.
Now that Meta has optimized the ad experience, content creators can concentrate on producing interesting content. According to a Meta representative, “Creators can focus on the content that’s resonating with their audiences and helping them grow; advertisers get access to more ad inventory to reach more people; and people get a more consistent viewing experience with more relevant ads.”
The new ad testing program is primarily targeted toward Facebook Reels creators, though it will also benefit Instagram Reels makers. When it comes to testing a comparable performance-based reward model on Instagram, Meta will only reach out to a small number of creators and advertisers in particular markets.
The Reels Play Bonus Programme, which was Meta’s previous official model for compensating authors, is substantially similar to this freshly enlarged test. This program, which was introduced in 2021, allowed Meta to pay its content providers on Facebook and Instagram for views of their posts.
Its authors ultimately received conflicting feedback because it made it unclear how to qualify and how their rewards would be determined. The fairly maximum monthly payment is $35,000. The program was criticized by its developers for raising the possibility of algorithmic hacking and getting popular by publishing filtered films while exceeding the monthly maximum compensation of $35,000.
Also read: Beginning in February, YouTube will permit creators to monetize their short videos
Fortune conducted interviews with six creators who all took part in the bonus scheme. Their monthly checks, which conveyed both their confusion and their thanks for the payments from Meta, varied from $0 to $6,000. One of the program’s creators said he understood it wouldn’t endure forever but was astonished to take a pay cut of almost $100,000 annually.
Azure MacCannell, a full-time video creator, adds, “The Meta folks just keep urging to use the tools supplied (stars, subscriptions, etc.) which are essentially just asking followers for money and making Meta money in the process.
The creators who reach specific view counts and other metrics will receive monthly payouts under the monetization program, which was introduced in December 2021. But as of March, Meta stopped it in order to give American producers more time to concentrate on purchasing a range of monetization tools that would enable them to generate more reliable sources of income.