Meta has revealed that it paid over $2 billion to over 4 million content creators on Facebook in the past year, with an 80% growth in payouts for reels and short videos. As more freelancers shift to becoming content creators, Meta has expanded monetization opportunities through the new Facebook Content Monetization beta, which merges three previous monetization programs: in-stream ads, ads on reels, and the performance bonus. Meta is inviting creators to join this program, simplifying earnings across various content formats.
Meta’s Growing Push to Attract Creators
In recent years, Meta has ramped up efforts to attract content creators, competing with platforms like YouTube and TikTok. With the rise of short-form content, Facebook introduced the Reels Play bonus program in 2021 to lure creators from TikTok. Though the program was scaled back in 2023, the latest $2 billion payout demonstrates Facebook’s ongoing focus on rewarding creators. Despite this success, YouTube remains a dominant player, having paid $70 billion over the past three years through its partner program.
Simplified Monetization with Facebook Content Monetization Beta
Meta’s new Facebook Content Monetization beta streamlines earnings for creators by integrating in-stream ads, ads on reels, and the performance bonus into one program.
This simplifies the process for creators, allowing them to monetize multiple formats—videos, reels, stories, photos, and text—under a single system. Meta acknowledges that past monetization programs had complex eligibility requirements, limiting creators’ ability to earn across different formats. The new platform offers unified insights and tracking, making it easier for creators to manage and grow their earnings.
Meta is currently sending out invitations to one million creators already monetizing content on Facebook to join the beta phase of the Content Monetization platform. Open enrollment will begin in 2024, but creators interested in participating can express their interest in joining now.
While Meta’s $2 billion payout is impressive, YouTube remains a leader in content creator earnings. Nonetheless, Meta’s latest updates and programs aim to simplify and enhance earning opportunities for creators, offering them more ways to grow on the platform.
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