Meta posted in its Newsroom information titled: “Expanding Ads on Reels”. Meta started the post with: Today, we’re updating and expanding our Ads on Reels tests so more creators can earn money of creating and sharing engaging public reels.
We’re inviting thousands more creators on Facebook to join our updated tests, including many of the creators who previously participated in our Reels Play bonus program on Facebook. And in the coming weeks, we’ll begin testing a similar program on Instagram.
We’re also evolving the program to pay creators baed on the performance of their public ad reels, not the earning of ads on their reels. This means creators can focus on creating engaging content while we optimize the ad experience for advertisers and people.
How to Earn
Payouts will be determined by the number of plays. The better a creator’s reel performs, the more they can earn. Over time, we may begin to incorporate other signals into payouts.
Many variables outside the creators’ control have traditionally influenced their ad earnings, such as how many ads have already been shown to the person viewing their content or whether there’s a relevant ad to deliver that viewer. With a performance-based model, creators can focus on the content that’s resonating with their audiences and helping them grow; advertisers get access to more ad inventory to reach more people; and people get a more consistent viewing experience with more relevant ads.
All creators onboarding to the test will automatically be added to the new payout model, and over the coming weeks creators previously testing Ads on Facebook Reels will be transitioned in. In addition, we’ll begin to test Ads on Instagram Reels with a similar performance-based payout model among a small group of creators and advertisers in select markets.
We also plan to start testing a performance-based payout model for In-Stream ads on Facebook with a small group of creators to support creators making all types of content.
TechCrunch reported that payouts for reels are determined by the number of plays, which means that the better a creators Reel performs, the more the creator can earn. Over time, Meta may look at other factors when determining payouts, the company says.
To be eligible for an invite for the program on Facebook, TechCrunch noted, creators must live in one of 52 countries and meet minimum requirements, such as being at least 18 years of age and passing Facebook’s Partner Monetization Policies and Content Monetization Policies.
Engadget reported that it’s not clear just how much creators can expect to make through this new program. Meta had previously promised Reeks creators monthly bonuses up to $35,000 a month when it launched the Reels Play bonus program in 2021.
But the company reportedly slashed those payments last year, before “pausing” the program entirely in March. According to a Meta spokesperson, the ‘overarching goal’ is for creators to be able to earn consistent payouts, but these numbers “will very widely by creator.”
Based on all of this, it seems to me that those who chose to opt-into Meta’s new Reels monetization are taking a gamble. Sure, some super popular people on Facebook and Instagram will likely find that Reels is a gold mine. Not sure regular creators will see much money from Meta.