Now, Meta says it’s “accelerating” its plan to bring ads into Reels on Facebook, with “thousands” of creators now eligible to join the monetization program. The company plans to test a similar program for Reels creators on Instagram in the “coming weeks.”
Notably, Meta is structuring the program a bit differently than typical revenue sharing arrangements. The company says it will pay creators using “a new payout model that pays creators based on the performance of their public reels, not the earnings of ads on their reels” and that “initially, payouts in the test will be determined by the number of plays.
The decision to prioritize views apparently came as a result of the company’s earlier tests, with Meta noting that payments based on ad performance can sometimes negatively impact creators for things out of their control, like the company’s own ad inventory.
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