According to reports, Facebook and Instagram‘s parent company, Meta, is discontinuing the Reels Play bonus scheme, which paid monthly bonuses to artists who surpassed certain view thresholds and other platform data.
The campaign, which was launched in December 2021, was a component of a larger initiative by Meta to direct more funding to creative monetization initiatives with the goal of making Reels more competitive with TikTok.
Meta’s New Plan regarding Reels!
The incentives initially promised top-performing creators up to $35,000 in monthly earnings. The program is currently being stopped by the corporation in order to “evolve” it in different ways.
Insider received a statement from Meta that stated the company would “cease extending new and renewing Reels Play partnerships for US creators on Instagram and for creators on Facebook at this time.” The business did mention that, in the future, it would continue to reward creators in more “targeted” methods, such as if Reels reaches a new market.
In order to facilitate more conventional revenue-sharing agreements for authors, Meta has decided to phase out the Reels Play bonus program as it gets ready to increase advertising on Reels.
Tom Alison, head of the Facebook app at Meta, alluded to this change in a recent blog post about the company’s priorities when he said, “We’ll continue expanding our ads on Facebook Reels testing to enable more creators to earn ad revenue for their Reels and promote virtual gifting via Stars on Reels.”
Although a particular date for the extension of advertising on Reels has not been announced, the fact that Meta is now stopping its incentive program raises the possibility that it may happen soon.
It appears that the firm is rethinking its strategy for monetizing content on its platforms as it gets ready to roll out more advertising. In light of the shifting social media landscape, creators will probably need to modify their techniques in order to optimize their earning potential.