Reels, the TikTok-like short videos on Facebook and Instagram, have grown in popularity since they were launched in 2020. After adding certain new features to Reels over the past few years, Facebook-parent Meta now seems set to introduce new revenue models for Reels creators.
Meta recently announced that it is testing a new payment model under which Reels revenue is determined on the basis of the number of ‘Plays’ that a particular Reel gets as opposed to the existing criterion which largely focuses on the earnings of the ads that appear in a Reel.
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The social media giant is currently inviting Facebook content creators, including those who were a part of the Reels Play bonus programme, to try the new payout model. Moreover, it has confirmed that a similar programme will arrive for Instagram creators “in the coming weeks”.
Taking a performance-based approach with Reels payouts
With a shift in emphasis from ads shown to views gained, Meta claims that the new payout model will enable creators to focus entirely on creating engaging content that fetches views. The company said, “Many variables outside of creators’ control have traditionally influenced their ad earnings, such as how many ads have already been shown to the person viewing their content or whether there’s a relevant ad to deliver that viewer. With a performance-based model, creators can focus on the content that’s resonating with their audiences and helping them grow …”
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Mark Zuckerberg-led company also underlined that those enrolling in the test programme will be automatically shifted to the new payout model. Moreover, it revealed that the users who were enrolled into ‘Ads on Facebook Reels‘ programme will be transitioned to the new model in the near future.
Similar payment model in plans for non-Reels creators
Reels aside, Meta also announced plans to bring these performance-based payouts to in-stream ads. This would allow creators who make non-Reels content to test out the new model.
The new payout system is available in a total of 52 countries, including India, the US, Netherlands, Spain, Singapore, Saudi Arabia, and more.
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Reels, the TikTok-like short videos on Facebook and Instagram, have grown in popularity since they were launched in 2020. After adding certain new features to Reels over the past few years, Facebook-parent Meta now seems set to introduce new revenue models for Reels creators.
Meta recently announced that it is testing a new payment model under which Reels revenue is determined on the basis of the number of ‘Plays’ that a particular Reel gets as opposed to the existing criterion which largely focuses on the earnings of the ads that appear in a Reel.
Read Also
The social media giant is currently inviting Facebook content creators, including those who were a part of the Reels Play bonus programme, to try the new payout model. Moreover, it has confirmed that a similar programme will arrive for Instagram creators “in the coming weeks”.
Taking a performance-based approach with Reels payouts
With a shift in emphasis from ads shown to views gained, Meta claims that the new payout model will enable creators to focus entirely on creating engaging content that fetches views. The company said, “Many variables outside of creators’ control have traditionally influenced their ad earnings, such as how many ads have already been shown to the person viewing their content or whether there’s a relevant ad to deliver that viewer. With a performance-based model, creators can focus on the content that’s resonating with their audiences and helping them grow …”
Read Also
Mark Zuckerberg-led company also underlined that those enrolling in the test programme will be automatically shifted to the new payout model. Moreover, it revealed that the users who were enrolled into ‘Ads on Facebook Reels‘ programme will be transitioned to the new model in the near future.
Similar payment model in plans for non-Reels creators
Reels aside, Meta also announced plans to bring these performance-based payouts to in-stream ads. This would allow creators who make non-Reels content to test out the new model.
The new payout system is available in a total of 52 countries, including India, the US, Netherlands, Spain, Singapore, Saudi Arabia, and more.
FacebookTwitterLinkedin
end of article