Meta reports $2bn in payments to content creators for 2023
By Oluwaseyi Lawal
Meta Platforms Inc., Facebook’s parent company, revealed on Wednesday that it paid more than $2 billion to content creators in 2023, representing a major achievement in its monetisation strategy.
This announcement aligns with the launch of Facebook’s new Content Monetisation beta program, designed to broaden opportunities for creators to profit from various content types.
In a blog post, Meta shared that it has been expanding its monetisation initiatives since 2017, allowing over four million creators to generate income through videos, reels, photos, and text posts. Over the past year, payouts for reels and short videos increased by more than 80%.
“As we’ve expanded from just providing monetization for longer videos to also including reels and posts, overall payouts have grown. In the past year, Facebook has paid content creators more than $2bn for videos, reels, photos, and text posts. During that time, payouts for reels and short videos have grown more than 80 per cent,” Meta stated.
The new Facebook Content Monetisation program combines three existing creator monetisation initiatives—In-Stream Ads, Ads on Reels, and the Performance Bonus—into one streamlined platform.
Meta stated that this consolidation simplifies the monetisation process for creators, enabling them to earn across various content formats while providing unified performance insights.
“We’re proud of how our monetisation programmes have helped creators thrive on Facebook, but we know that the varying availability, eligibility requirements, and sign-up processes of our different programmes have resulted in some creators missing opportunities and others not being eligible to earn from all available formats.
“The data backs this up today, only about one-third of monetising creators on Facebook earn from more than one Facebook-funded programme,” the company added.
Under the Facebook Content Monetisation program, creators will only need to join a single platform to monetise various content formats and monitor their performance with one unified set of insights.
Meta explained that this update makes it easier for creators to earn across Facebook’s different content formats.
The program is based on the same performance-driven payout model used for Ads on Reels, In-Stream Ads, and the Performance Bonus.
According to Meta, creators’ earnings through the Facebook Content Monetisation program will be directly linked to the performance of their eligible content.
“If you’ve been successful with Ads on Reels, that success should continue in Content Monetization, but now you can also earn from eligible longer videos, photos, and text posts if you hadn’t already,” the company stated.
Meta also announced that it has begun extending invitations to one million creators who are already monetizing on Facebook to participate in the beta program, with plans to invite more creators in the upcoming months.
Meta concluded by stating that invited creators can access the program via the monetization tab on the Professional dashboard through mobile devices or the Meta Business Suite on desktop.
Additionally, Meta announced that, starting in July 2024, content creators from Nigeria and Ghana can now begin earning money on Facebook, marking the first time monetization opportunities have been made available to creators in these countries.
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