Monetization on Instagram and Facebook: new features for content creators and brands

Good news for influencers and other content creators! Making money on Facebook and Instagram is about to get easier. Meta recently unveiled a series of measures designed to further monetize content on its platforms. For brands, these announcements also represent a significant turning point. On Instagram, Mark Zuckerberg's company will launch a Creator Marketplace to facilitate partnerships with influencers. Want to learn more? Our social media agency explains everything in this article. 

Meta will not take a percentage of creators' revenue until 2024

Among the new features recently announced by the founder of the Meta Group (Facebook, Instagram, WhatsApp), let's start with the one most favorable to influencers. Meta will not take a percentage of creators' earnings before 2024.Until then, Mark Zuckerberg has indeed committed to not taking any revenue from the profits generated by influencers' subscriptions, newsletters, badges, and online events.

For content creators, this means they can maximize their profits for another year (initially, the end of this period was set for 2023). Behind this announcement, Meta's CEO has a clear objective: to retain content creators on Meta's social platforms, particularly in the face of competition from the Chinese giant TikTok. 

4 new monetization tools for creators and brands

Alongside this initial announcement, Meta also unveiled several tools to monetize content even more effectively on its social platforms.   

NFTs on Instagram and soon on Facebook

These digital attestations essentially certify ownership of a work. Many content creators and brands showcase photographs, music, short videos, and more. Thanks to NFTs (Non-Fungible Tokens), content creators and even collectors will be able to share or purchase online by connecting to digital wallets . 

Access to Facebook Stars, Facebook Stars

This feature allows content creators with more than 1,000 followers to earn money by streaming .Social media users can purchase stars or virtual gifts and send them to the person broadcasting a live stream on Facebook Live and soon on Facebook Reels. With these virtual items, fans can show their support for their favorite creators, but only if they are eligible. Influencers are notified of the number of stars they have received via Messenger, prompting them to contact the user. 

An Instagram Creator Marketplace or brand collaborator manager

This Meta feature aims to facilitate partnerships between influencers and brands. It allows brands to find content creators they want to work with. From now on, brands will be able to more easily identify potential partners for creating their web marketing campaigns.  

How does it work? Brands filter profiles by country, age, interests, reach of their posts, and more. Then they make an offer specifying the amount and details of the campaign (duration, format, content). The influencer can then decide to accept or decline the offer. This feature is very similar to TikTok's Creator Marketplace, which is based on the same principle: bringing brands and influencers together on the platform.

Interoperable subscriptions

This new feature facilitates connections between social networks. Thanks to this functionality, content creators can now receive payments on other social platforms and automatically add them to their exclusive Facebook subscriber groups. A winning outcome for the W3C, the consortium that guarantees web standards.

Monetization on social media: a major asset for creators and brands

With these new measures and tools, the Meta Group is further optimizing content monetization on its platforms and, in doing so, further boosting the influencer marketing market. Of course, for Meta, developing monetization is also a way to retain content creators on its social networks. 

For content creators, this is a fantastic opportunity to further develop their skills and earn money as influencers. Many users ready to monetize their content will now have the chance to become paid creators on Facebook and Instagram, provided, of course, that they offer content of sufficient quality to interest brands.  

For brands, these developments offer an even wider talent pool to discover and cast their ambassadors. This allows them to further segment their audience and offer even higher-quality content.

Conclusion: Monetization, new influencers, and new strategies

As we've just seen, the development of monetization on social media is accelerating. Thus, Meta's announcements only confirm what we at So Bang have long perceived: increasingly fierce competition on social media will boost the content creator market. By becoming more monetized, social networks will notably see the emergence of new creative talents, with specific profile types, as is already the case with micro-influencers.

In doing so, brands' marketing strategies will also evolve. To gain visibility and credibility, they will need to prioritize increasingly high-performing content creators. Not just those with high engagement rates within their community, but also those capable of constantly reinventing themselves. All the more reason for brands to partner with a social media agency like So Bang 😉