New Delhi (India), 10th March 2023: Meta, the parent company of Facebook and Instagram, is reportedly discontinuing its Reels Play bonus programme, which offered monthly payouts to creators who met certain view counts and other metrics on the platforms.
The programme, which debuted in December 2021, was part of Meta’s larger effort to channel more money into creator monetization programmes, with the goal of making Reels more competitive with TikTok.
Initially, the incentives promised top-performing creators monthly earnings of up to $35,000 per month (Rs 28.7 lakh).
The programme is currently being stopped by the business in order to “evolve” it in different ways. Meta will “stop extending new and renewed Reels Play deals for creators on Facebook and for US creators on Instagram at this point,” according to a statement provided to Insider. However, the business did say that it might still reward producers in more “targeted” ways, such as if Reels expands into a new market.
As it gets ready to increase advertising on Reels, which would allow more conventional revenue-sharing agreements for creators, Meta has decided to phase out the Reels Play bonus programme.
In light of the shifting social media landscape, creators will probably need to modify their strategies in order to optimise their earning potential.
