Meta’s updating its monetization program for Reels creators, yet again, which will now see creators paid based on the performance of their content, as opposed to the ads shown alongside their clips. Meta first launched its Reels ads program last year, and will now be expanded to thousands more users as Meta continues to develop new models to ensure that its top stars get paid, ideally keeping them posting more Reels content to its apps.
Expanded Expansion
As per Meta:
“Last year, we began testing Ads on Facebook Reels as a way for creators to earn money for creating and sharing engaging public reels. We’re now testing a new payout model that pays creators based on the performance of their public reels, not the earnings of ads on their reels. This means creators can focus on creating engaging content while we optimize the ad experience for advertisers and people.”
The update will help address perceived inequities in the system, with creators not having any input as to what ads are shown alongside their clips. Now, as Meta notes, the emphasis will be on the quality of the content itself, not on the right types of Reels that’ll maximize advertising potential.
The system will provide more monetization potential, and seemingly follows the same type of approach as YouTube in paying creators from a pool of Reels ad revenue, as opposed to monetizing based on specific campaigns displayed. Meta also notes that more creators can now join the monetization program, with invites going out to previous Reels monetization initiatives from this week.
Maximizing the potential for creators has been a big focus for Meta since it knows that it needs its popular stars to keep sharing their content in its apps to maximize engagement. True enough, recent stats from Facebook have shown that time spent in its app is on the rise once more, with Reels being the biggest driver – at the same time, however, fewer people are posting original updates than they have in the past, putting more reliance on those that are sharing content, thus continuously driving engagement stats up.
The Wrap
Meta knows that partnering with creative talent will be key to driving Metaverse take-up, with these popular stars able to help build new worlds, shepherding their audience to its next-level experiences. With these in mind, Meta needs to get creator monetization right, with Reels potentially being the key opportunity it needs to win over the next generation of talent. While short-form monetization remains a challenge, Meta continues to develop its models, both for current and future projects.
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