Facebook gives creators $35,000 to make Reels in ongoing battle for influencers

Meta is upping its efforts to entice creators to produce content for its flagship platform. On Wednesday, Facebook, which has seen dwindling interest thanks to competitors like TikTok and Snap, announced it will now offer a professional mode to eligible creators, granting them access to revenue opportunities and more tools to grow their audiences. This mode was previously only available on Pages, which are public profiles allowing businesses and brands to connect with their audiences. Facebook is doling out as much as $35,000 a month to eligible creators to make content on Reels, the company's answer to TikTok, through its Bonus Play program. The TikTok clone is proving to be one of Meta’s more important products as popularity in short-form video continues to grow. The company is also issuing updates to Pages, adding a professional dashboard that allows admins to review their Page’s performance, as well as access to new tools and insights. Another feature will allow creators to more easily schedule posts and cross-post into a group. The war for creators has accelerated innovation across the social media world, with platforms from Snap to Pinterest rolling out new features to compete for audiences and content. Meta has worked to draw creators to its marquee apps like Instagram and Facebook, but an onslaught of public controversy, combined with declining interest among younger users, has made things difficult for the social media giant. See Ad Age's 2021 Social Commerce Guide here. How NFTs and the Metaverse could solve supply chain issues All the social commerce capabilities introduced in 2021 How retail chains are using social commerce this holiday Influencers impacted by supply chain shortages To illustrate to creators its commitment to their success, Facebook yesterday unveiled plans to beef up its Stars product, which people can buy and send to their favorite creators, who typically receive one cent per Star. The launch of a Stars store, for example, will allow people to have an easier time purchasing the product at lower prices on mobile and desktop devices. Through the month of December, Facebook is hosting Stars Fest in order to bring greater attention to creators and the ways that fans can support them. The celebration, which lasts through Dec. 31, will include limited-time sales on Stars, as well as virtual gifts and badges, exclusive creator livestreams and a Stars Creator Day. Creators will have the chance to double their earnings through Stars bonuses, which will also give away $3 million in free Stars to fans. The move stems from Meta’s $1 billion investment in creators across its platforms announced earlier this year. Hoping to make Stars more interactive, Facebook is launching Stars Party, a fun exercise in which groups of people can work together during a livestream to hit a Stars goal. New badges and leaderboards that recognize top senders further encourage engagement with the product. Finally, Facebook is testing Stars in other areas of its platform, including videos on News Feed, Watch and the gaming tab. As part of the expansion effort, tests in Reels will begin next year.

Facebook gives creators $35,000 to make Reels in ongoing battle for influencers

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