How creators make money on the platform
- Meta is testing its first ad revenue sharing feature for creators using Facebook Reels.
- Previously, the only way to monetize Reels was through the Reels Play Bonus program.
- Insider spoke with a Meta staffer about the new model and what creators can expect to see this year.
It’s no secret that Reels is a top priority for Meta. The TikTok-like feature, which first launched exclusively on Instagram, has become Meta’s Hail Mary in the competition for the attention of young users and content creators.
On Tuesday, Facebook announced a global expansion of Reels. The announcement came three weeks after Mark Zuckerberg presented Meta’s fourth-quarter earnings to investors, during which he mentioned Reels more than 20 times, and then instructed Meta employees to focus on the short video. , according to a Bloomberg report.
Wider access to Reels wasn’t the only news this week. Facebook also unveiled new ways for creators to earn money using this feature.
“There are millions of creators today using Facebook to express themselves and reach their audience,” Rahul Chopra, Facebook’s product marketing manager for public content monetization, told Insider. “And there are a significant number of creators earning meaningful revenue on our platform.”
Until now, long-form video content has been the main source of income for Facebook creators. Take The Pun Guys, a Canada-based comedy duo with millions of Facebook followers. Their videos typically earn around $1,000 per million views through Facebook’s streaming ad sharing program, they told Insider in 2021.
So far, Reels haven’t been a source of advertising revenue or advice for creators on Facebook.
Instead, creators were only able to earn money with Reels by scoring an invite to the Reels Play Bonus program, which pays creators based on the number of views they rack up over the course of a month. on Facebook and Instagram. The bonuses are part of Meta’s broader incentive programs, which are funded by the company’s commitment last summer to pay out $1 billion to creators through the end of 2022.
The first feature Facebook unveiled this week is an ad revenue sharing model – called “Overlay Ads” – that will allow eligible creators to earn 55% of revenue generated from ads placed on their reels. Ads will appear as transparent banners or stickers on a reel, and creators can sign up for this program, just as they can with in-app ads on longer video content.
Reel length won’t affect the amount of money creators can make right now, Chopra said. Facebook will “monetize all Reels equally”.
While ads on Reels aren’t new (Meta started running ads on Instagram and Facebook Reels last year, without revenue sharing), the arrival of revenue sharing is.
If a creator is already eligible and enrolled in Facebook’s in-stream ad program, they can expect access to this new Reels ad program, according to Meta.
Uptin Saiidi, a video creator with half a million Facebook followers, saw an option for Reels ads appear on his creator monetization dashboard starting Wednesday, for example.
“If an IG creator crossposts an IG Reel to Facebook, and if that creator is part of our Facebook in-stream program, they can also monetize those Reels on Facebook with overlays,” Chopra added.
Facebook plans to expand the eligibility requirements for overlay ads beyond those that have embedded ads in the coming months, according to the platform.
Currently, there is no ad sharing model to monetize Reels exclusively on Instagram.
“In terms of what ad revenue share we focus on at Meta, there isn’t necessarily a one-size-fits-all approach to monetization when it comes to our platforms,” Chopra said.
In the coming months, creators can expect to begin accessing Stars for Reels, which will allow fans to pay creators for their Reels content. Stars are already available for live streaming on Facebook, and on Instagram badges perform the same function. TikTok rolled out its own video tipping feature, under “gifts”, last year.
Facebook currently doesn’t take any revenue share from Stars creators, but it does charge a small fee to cover operational costs such as Apple in-app purchase fees, Chopra said.
“Tuesday’s announcement shows how serious we are about helping creators build sustainable businesses on our platform,” Chopra added.