Facebook And Instagram’s $1 Billion Investment To Content Creators


A view of a user using Instagram & FacebookCotton Bro / Pexels

Facebook Inc has sought to invest over $1 billion to support content creators through the end of 2022, the social media giant said Wednesday.

The aim of the company is to compete with platforms like TikTok and YouTube for the attention of top social media personalities and to stay ahead of the game.

The investments will include bonus programs to pay creators who hit certain milestones on its apps, including photo-sharing network Instagram, and fund users to produce content, Facebook said.

On Facebook, video creators and online gamers will receive a monthly bonus if they hit milestones for earnings Stars. 

Stars milestones are a form of digital tipping that fans can use to pay their favorite creators during live-streamed videos.

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Instagram's bonus programs will include incentives to use Reels - its copycat TikTok feature that showcases short-form video clips. 

Creators will earn money based on how their Reels videos perform, the company said.

Instagram says ut wants to be be a great social media platform that is 'more than just pictures' according to its head.

However, long-time users of the platform reiterated that it is lost at the moment with:

  • Reels (Which are Tiktoks)
  • IGTV (Long-form videos like YouTube)
  • Guides (A version of Pinterest)
  • Stories (Which were taken and perfected from Snapchat)
  • Then the Shop feature (Lowkey amazon feature)

It is unclear if the tech giant will someday find ways to consolidate all these half-finished features, or if they will continue adapting.

At this current state, it seems like Facebook Inc wallet to court creators as rival social media platforms are wooing top influencers with millions of fans. 

TikTok has committed to spending $2 billion to support creators over three years, while Snap Inc's Snapchat previously paid creators a total of $1 million per day to post popular short-form videos on its service.

Technology is ever-changing and social media is constantly adapting, it is no surprise that both Facebook and Instagram are dedicated to staying on top of the game. 

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