Meta plans to pay content creators based on the performance of Reels rather than on revenue from ads displayed on videos .
According to TechCrunch , a Meta spokesperson said that with the performance-based payment model, creators can focus on creating new content, while the company optimizes the ad experience for advertisers and viewers. In addition, the company is also expanding its Reels ad monetization program on Facebook and will begin testing it on Instagram in the coming weeks. Creators invited to the program will be automatically added to the new payment model.
Payments are determined by the number of times a video is played. Reels with more views earn more money. Other factors such as engagement metrics or ad revenue generated from the video will not significantly affect payouts. Meta says it may consider other factors when determining payouts in the future.
In Q1 2023, Meta CEO Mark Zuckerberg revealed that users spent 24% more time on Instagram because of Reels
In February 2022, Meta announced that it would be testing payments for Facebook Reels creators. At the time, payments were based on a share of ad revenue and fan donations to creators.
With short videos becoming more popular on social media, Meta isn’t the only company trying to make changes to attract more users. Snap expanded its revenue-sharing program for its Stories feature, which paid some creators as much as $30,000 in 72 hours. Alphabet also announced that YouTube’s mobile-first short-form video feature, Shorts, would be a top priority. Even TikTok promised to give half of its ad revenue to the top 4% of creators.
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