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Meta is ending its Reels Play bonus program that rewarded content material creators after they reached sure viewing targets for his or her movies.
This modification, first reported by Enterprise Insider, is efficient instantly and Meta won’t offer any new or renewed Reels Play bonus presents. Nonetheless, you’ll honor current commitments for the following 30 days.
The Reels bonus program has had its ups and downs since Meta launched it in 2021 to attempt to compete with TikTok. Initially, the creators noticed giant payouts, typically tens of hundreds of {dollars}. However all through 2022, some creators reported that the payouts had dropped and it was getting more durable to get the identical quantity in bonuses.
Regardless of the tip of the Reels bonus program, Paige Cohen, a spokesperson for Meta, famous that creators can nonetheless earn cash via subscriptions and model partnerships. The Reels bonuses have been a part of Meta’s $1 billion two-year cash pool that the corporate promised would go to creators via 2022. Comparable incentives at different corporations have been slowly winding down as nicely. For instance, Snapchat paid $1 million a day for hit content material on its TikTok-style function Highlight, however that quantity was steadily diminished over the course of 2022 and different monetization strategies like advert income sharing have been launched.
Equally, YouTube initially provided money funds for creators to create content material for its TikTok clone Shorts, however introduced it will swap to a revenue-sharing mannequin final fall. Different corporations like TikTok are restructuring creator funds and incentivizing new sorts of content material. The short-form video app lately introduced an up to date fund that solely rewards creators who make movies longer than a minute.
In conclusion, whereas Meta’s choice to finish the Reels Play bonus program will not be large information for some creators, it is clear that social media corporations are exploring new methods to monetize content material and assist creators.
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