Can Facebook’s $1 Billion Spend on Content Keep Creators Happy?

·1-min read
Can Facebook’s $1 Billion Spend on Content Keep Creators Happy?

User content is very valuable in the media business — so much so that companies are paying people to create more of it. Tech companies, in particular, are investing more dollars into content creation, from livestreaming video and audio to adding short-form video features in hopes that they go viral. Facebook in July said it would shell out $1 billion to content creators for bonus programs and incentives that meet the social media giant’s social metrics. By the end of 2022, Facebook will invest more than $1 billion into programs aimed at getting creators to monetize on Facebook and Instagram. Some of the funds will go toward its recently released Live Audio Rooms and newsletter tool Bulletin, while some money is part of affiliate reward programs for creators who meet eligibility and metric requirements. It includes in-stream ad bonuses in the next four months to select creators and a Stars program for some gaming creators who can get a monthly bonus for reaching specific metrics over the next three months. The programs on Instagram are invite-only to include bonuses for using IGTV ads and badges in Live and Reels features. The move follows TikTok’s development of a Creator Fund last...

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