Meta Launches New Incentive Program to Reward Creators for Facebook Posts
Meta is introducing fresh monetization tools in an effort to attract additional content creators to Facebook. This move is part of the company’s strategy to elevate short-form videos and AI-powered suggestions to a more prominent position within its core social media platform.
First, Meta’s “performance bonus program,” which rewards creators for engaging with their Facebook posts, is “significantly expanding.” The program is still invite-only, but the company plans to add more creators and add additional bonuses to increase their potential earnings. The expansion comes after Meta previously cut fees from a bonus program that paid creators for committing to Reels. So it’s worth noting that the performance bonus program is aimed at Facebook feed posts, not reels or stories. In a blog post, Meta notes that “the most successful creators in this program post regularly, typically every day” with a combination of text and photo posts.
Meta is also testing two new features that could make it easier to share content between Instagram and Facebook. The company plans to experiment with cross-posting branded content to make it easier for creators to share sponsored posts from Instagram to Reels and Stories on Facebook. A separate test allows “select creators” to earn money on reels containing licensed music tracks from the company’s audio library.
According to Meta, the updates are meant to help content creators “earn consistent revenue on Facebook.” The changes also seem designed to increase creators’ engagement with Facebook as the platform tries to hold onto the interest of younger users who are more interested in TikTok and Instagram.
Getting more creators to post original content on Facebook is also a key part of Meta’s strategy to move its main social network away from feeds and toward a TikTok-like “discovery engine” in the coming year. But in order to reorient Facebook around endorsements, Meta first needs a much larger pool of original content creators for users to roll over.
