A new article on Social Media Today reports that Facebook has launched its latest offensive in the escalating digital creator war, with the announcement that it will invest more than $1 billion in programs for creators over the next 18 months, with a prime focus on providing more ways for creators to earn money for the content that they share on Facebook and Instagram.
By the end of 2022, we plan to invest over $1 billion in programs that give creators new ways to earn money for the content they create on Facebook and Instagram. From artists to style experts and budding entertainers, creators drive so much of the passion and creativity we see across our apps. As we continue building creative tools like Live Audio Rooms and Bulletin, as well as monetization products like Stars and affiliate, we also want to reward creators, especially those who are just starting out, for creating content their communities love.
This investment will include new bonus programs that pay eligible creators for hitting certain milestones when they use our creative and monetization tools. We'll also provide seed funding for creators to produce their content. Our goal is to help as many creators as possible find sustainable, long-term success on our apps.
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TikTok is still growing, and Facebook has been ramping up its monetization tools. TikTok can't match the revenue opportunities on offer across Facebook, Instagram and YouTube. TikTok continues to work on its own monetization options, with a focus on eCommerce listings and brand partnerships. However, right now, Facebook does hold a significant advantage in this regard. And this new investment will look to add even more heft to Zuck and Co's counter swings. Facebook is launching new Bonus programs on both Facebook and Instagram, which will reward creators for reaching certain milestones and engagement levels with their content and presence:
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The first bonus opportunities on Facebook, available by invitation now, help creators earn more while learning how to create content that can be monetized.
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Facebook is also offering an earnings bonus over the next four months to select video creators who use in-stream ads, which serves to both encourage more usage and, as Facebook notes, educate streamers about their monetization options.​
On top of that, Facebook is adding similar incentives for Instagram creators, which will encourage adoption of IGTV ads, and the use of badges in Live and Reels.
