Summary:

• The Reels Play bonus program that rewards short-video creators on Facebook and Instagram is changing, affecting creators in the US and those on Facebook.
• While the program had a positive start with generous payouts, it has since dwindled due to the $1 billion package Meta set aside for the program being depleted.
• The change comes as the company aims to invest in a suite of monetisation solutions to help creators earn steady streams of income, and it may look into running the program in more targeted forms for potential new markets.

Meta is changing the Reels Play bonus program policy that rewards short-video creators on Facebook and Instagram for reaching some views milestones.

The company will not welcome any new creator into the program as the deal is coming to an end but will continue paying existing beneficiaries for the next 30 days. According to The Verge, the change will affect creators on Facebook and US creators on Instagram.

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The program had been aimed at bringing TikTok creators over to Facebook and Instagram by encouraging their short-form content, and it worked. However, the program has been evolving ever since.

While it started with generous payouts that could reach more than tens of thousands of dollars at a time, some creators began reporting that the payments dwindled during the first quarter of 2022. This change was likely because the $1 billion package that Meta set aside for the program was quickly depleted.

“We are evolving the test of our Reels Play bonus on Instagram and Facebook as we focus on investing in a suite of monetization solutions to help creators earn steady streams of income. We will look into ways to run the program in a more targeted form, for example in potential new markets,” the company said in an email.

Snapchat did something similar in the later days of Spotlight, after early creators benefitted hugely. YouTube also cut its Shorts funding and announced a revenue share model for 2023. Even TikTok, which started the concept of rewarding short video creators directly has reduced payouts as more and more creators join the platform.

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