Facebook Extends Monetization Options to More Creators, Videos

Facebook shared several monetization updates for creators Thursday, noting that the number of content creators on its platform earning the equivalent of $10,000 per month shot up 88% in 2020 compared with 2019, while the total earning $1,000 per month leapt 94%. Director of Facebook application monetization Yoav Arnstein wrote in a blog post Thursday, “From Live to short- and long-form, content creators share an eclectic mix of videos on Facebook. Since launching in-stream ads, we’ve expanded the format to include pre-roll, mid-roll and post-roll and image ads, as well as formats specific to Live.” Videos as short as one minute can now be monetized, with a “minimally interruptive” ad running at the 30-second mark. Ads can be shown 45 seconds in for videos of three minutes or longer. Previously, only those videos of at least three minutes could be monetized, with the ad shown no earlier than the one-minute mark. Arnstein said in-stream ad payouts rose by more than 55% in 2020 compared with 2019, adding that the social network is exploring in-stream ad formats that increase engagement through rewards or product interaction, helping creators boost payouts while providing a good viewing experience for users. In the coming weeks, Facebook will begin testing the ability for creators to monetize their Facebook Stories with ads that look like stickers, with hopes to broaden the test to short-form videos. Facebook also revised the criteria for monetization eligibility. In order to join the social network’s in-stream ads program for video-on-demand, pages now need 600,000 total minutes viewed from any combination of video uploads—Live, on-demand and previously Live—over the past 60 days, and five or more active videos (uploads or previously Live), which must be published and not deleted. Pages must still have at least 10,000 followers, and creators must be at least 18 years old and located in a supported country. Pages must remain compliant with Facebook’s partner monetization policies. The in-stream ads program for Live videos, previously invite-only, is being opened up to more creators. In order to qualify, they must have at least 60,000 Live minutes viewed in the past 60 days, as well as meeting the requirements stated above for the VOD program. Creators can use Creator Studio to check their eligibility and submit their pages for review. Meanwhile, advertisers can choose to exclude their ads from being shown during livestreams during the campaign setup process. Arnstein said people sent video and gaming creators an average of 1 billion Stars per month over the past six months, or roughly $10 million per month, adding that Facebook will invest $7 million over the next few months on consumer education and adoption via free Stars. He explained, “During certain Star-enabled livestreams, some people will see an offer to claim free Stars that they can send at their discretion to their favorite content creators to boost their visibility and connection with the creator and add to the creators’ earnings.” Comments sent with Stars now visually stand out and are pinned inside the Live player, and the social network will also introduce visual gifts that people can send to content creators. The Stars program is being expanded to Live-focused video creators in more than 15 markets, and Facebook will begin testing the expansion of Stars to VOD, both short-form and long-form. Paid online events, which the social network debuted last August, will be extended to 24 additional countries in the coming weeks: Argentina, Austria, Bangladesh, Bolivia, Colombia, Denmark, Ecuador, Egypt, Guatemala, Hong Kong, Indonesia, Ireland, Malaysia, Morocco, New Zealand, Peru, Portugal, South Africa, Switzerland, Taiwan, Thailand, the Philippines, Turkey and the United Arab Emirates. And Fan Subscriptions will come to 10 more countries: Austria, Belgium, Denmark, Finland, Ireland, New Zealand, Norway, Sweden, Switzerland and Turkey. As previously revealed, Facebook will not collect revenue from paid online events or Fan Subscriptions through at least August. Arnstein wrote, “Content creators—digipubs, video creators, gaming creators, media companies, cultural institutions, businesses of all sizes and more—build vibrant communities on Facebook. We want them to have the tools and support they need to earn money and thrive, whether creating and sharing content is a primary business, one of many revenue streams or a lifeline that’s kept their business afloat during the pandemic.”

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Facebook Extends Monetization Options to More Creators, Videos

Stars, paid online events, Fan Subscriptions will roll out in new markets

David Cohen

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