Facebook to spend $1bn on creators

Facebook is planning to invest over $1 billion in programmes that give creators new ways to earn money on its social media platforms by the end of next year.

This investment will include new bonus programs that pay eligible creators for hitting certain milestones when they use the company’s creative and monetisation tools.

Facebook said it will also provide seed funding for creators to produce their content.

The bonus programmes will be seasonal and are set to expand over time.

While some bonus programmes are already available to select creators by invitation, such as Facebook’s Badges and Stars Challenges, it will launch a dedicated place for bonuses within the Instagram app this summer, and in the Facebook app in the autumn, where creators can learn about bonuses available to them.

Currently Facebook has a programme which pays an earnings bonus over the next four months to select video creators using in-stream ads.

The business is expanding its star challenges programme which will now include select gaming creators.

Participating video and gaming creators will receive a monthly bonus for hitting specific milestones over the next three months.

On Instagram, the first bonuses will be available by invitation and will reward creators for signing up for IGTV ads and using badges in Live and Reels:

• The IGTV ads bonus, available now to creators in the US, allows creators to earn a one-time bonus for signing up for IGTV ads, which enables them to earn a share of revenue when ads run during their videos.
• The badges in Live bonus, available now to creators in 11 countries, rewards creators when they meet certain milestones with badges, such as going Live with another account.
• The Reels Summer bonus, launching in the coming weeks to creators in the US, will pay creators for creating great Reels content on Instagram. Creators can find the Reels summer bonus in the new Bonuses section of the Instagram app and will earn based on how their reels perform.

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