Meta seems to be phasing out one of the key initiatives that helped Reels creators on Facebook and Instagram get paid. The company is “pausing” its Reels Play bonus program, Insider reports.
The program, originally introduced in December of 2021, offered creators monthly payouts if they hit certain view counts and other metrics. The incentives, which promised that top-performing creators could earn as much as $35,000 a month, were part of a larger push by Meta to funnel money into creator monetization programs as it tried to make Reels more competitive with TikTok.
But now, Meta says it’s “evolving” the program and will “stop extending new and renewed Reels Play deals for creators on Facebook and for US creators on Instagram at this time,” according to a statement provided to Insider. The company noted that it may still offer bonuses to creators in more “targeted” ways, like if Reels enters a new market.
As Insider points out, the company is phasing out the payments as it gets ready to expand advertising on Reels, which would enable more traditional revenue sharing arrangements for creators. Tom Alison, who heads up the Facebook app at Meta, alluded to the shift earlier this week in a blog post about the company’s priorities. “We’ll continue expanding our ads on Facebook Reels tests to help more creators earn ad revenue for their Reels and grow virtual gifting via Stars on Reels,” he wrote.
Though he didn’t give a timeline for when Facebook and instagram users can expect to see these “tests” expand, the fact that the company is now putting the brakes on its bonus program suggests Reels’ big ad expansion might not be far off.
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Karissa Bell