Mark Zuckerberg’s Meta isn’t the be-all-or-end-all content platform it hoped it would be by now. Creators are flying this way and that between YouTube, Twitch, and even TikTok and the few that decide to give Meta, or more specifically, Facebook, a chance rarely ever seem to stick it out long-term. Now, Meta is making some changes in the hopes of driving more creators towards itself with the expansion of its “performance bonus program.”
Across the Meta-Verse
The first change concerns Meta’s performance bonus program, which pays a premium to creators in exchange for more engagement on their Facebook posts. Meta has said the service is “expanding significantly,” meaning more creators are being added to the roster (it’s still locked behind an invite-only scheme) and additional incentives (money) for creators to earn, thus keeping them around for a bit longer. That’s the idea, anyway.
Besides throwing more money at the site’s more popular creators, Meta is introducing two new features that’ll help users post more to Facebook, which is apparently one of the simpler ways for creators to boost their engagement. One of those features involves Meta experimenting with the idea of cross-posts, allowing creators to post “Instagram branded content Reels and stories to Facebook, increasing campaign reach and impact.”
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And, if you’re one of the “select creators” chosen for Meta’s other testing ground, you’ll have the option of making money from Reels that include licensed music from the Facebook Audio Library. Meta plans to roll this out to more creators over time, should the test be successful.
Finally, the Facebook Stars initiative – essentially glorified tipping – is lowering some of the monetization eligibility requirements, theoretically making it easier for creators to start earning from fans sooner than they would have done before. We say ‘theoretically’ because, in truth, not much has changed. Sure, now Stars only requires creators to have gained 500 followers in a set period – down from the 1000 it was before. But it’s also changing the amount of time you’re given to complete that goal; from the 60 days it was previously down to 30 days.