Meta recently said it would prioritize original content in its algorithms. Now it will pay for it.
To help fend off the TikTok threat, Meta announced this week that it will now distribute additional bonuses to Reels creators who post original content on Facebook. The company warned that this change to payouts could see some creators lose money, while others gain, compared to their past performance. It also introduces a new incentive called “Challenges” that allows creators of Facebook Reels to earn up to $4,000 per month for achieving certain goals.
Not to be confused with hashtag challenges — where a company asks its community of creators to post about a certain topic — Facebook challenges are a way to progress through a series of bonuses to reach a maximum payout.
Each month, creators will be able to participate in a set of sequential and cumulative challenges that build on each other. For example, the creator can first win $20 when at least five of their reels reach 100 spins each. After reaching this goal, another would be unlocked – like winning $100 when 20 reels reach 500 games each. This progress would continue throughout the 30-day period, then reset at the beginning of the following month to start a new set of challenges.
Only certain creators have been invited to the Reels Bonus program at this time, Facebook notes. But the company said it plans to test various incentive programs and adjust payout prices as it learns more. He also notes that he has started rolling out overlay ads in Reels on Facebook where they are testing with a wider set 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,” Meta COO Sheryl Sandberg said, speaking to an audience of media buyers at the company’s NewFronts presentation. early this week. “Creators of all types are leaning into Reels and using it as a way to engage new audiences and connect with their fans. And we’re supporting them with monetization tools, both through ad revenue sharing and fan support bonuses,” she said.
Meta also announced that its virtual reel system, Stars, has expanded Facebook testing and soon Instagram creators will be able to post their Reels to Facebook – a feature it has been testing since last fall. As part of this expansion, Meta will also be testing the ability for creators to earn ad revenue share on their cross-reels via overlay ads.
Currently, Meta monetizes overlay ads with a revenue share of 55% for the creator and 45% for Facebook. That’s slightly more than the 50/50 split that TikTok just announced this week with the launch of its TikTok Pulse program. Although Pulse is a different type of ad product, it is currently the first and only ad revenue share for TikTok creators. But since Facebook ads always tend to be more expensive than TikTok ads, it’s hard to say yet which revenue share would benefit a creator’s bottom line the most.
Perhaps the biggest news this week is that Facebook is taking a step to make earning bonuses less of a black box.
Last year, creators were earning outsized rewards — up to $10,000 or more — but the numbers have since dropped, some creators said. The FT reported that creators found that the number of views it took to reach a bonus goal had increased, making it more difficult to reach their threshold. But because the Meta system is dynamic and personalized, it can be difficult to really understand what the Meta targets are.
On that front, Meta will now at least introduce a way for individual creators to track their bonuses in one place to see how well they’re doing.
Meta says it is introducing a Reels Play Bonus Insight page on Facebook, where they will be able to see how many plays each of their eligible Reels has received during a given win period.
The changes to the Bonus program follow another recent decision by the company to change its algorithms to prioritize original content over reposts or other aggregated content from other sources. Meta has previously said it doesn’t want TikTok reposts, having earlier said content that included a watermark from another site would be downgraded.
As Meta prepares to further monetize its reels with ads, the company turned to NewFronts this week to promote its progress in the fight against TikTok. Here, the company repeated some metrics related to a video’s traction, noting that 50% of time spent on Meta’s platforms now involves video; over 2 billion people watch videos with embedded ads; and more than 700 million people use AR effects every month.
“Reels, our new video format, is now the biggest driver of engagement growth on Instagram,” said Nada Stirratt, Meta VP, Americas, “during the company’s NewFronts presentation. “Our suite of solutions video is used by both creators and publishers to tell immersive stories to audiences at scale,” she said.