Facebook Paying Content Creators $1B

Facebook is flexing in a big way this next year. Should you chase those dollars…

Mark Zuckerberg recently posted about a new Facebook initiative which on its face appears aimed at bolstering its new Facebook Watch app:

“We want to build the best platforms for millions of creators to make a living, so we’re creating new programs to invest over $1 billion to reward creators for great content they create on Facebook and Instagram through 2022. Investing in creators isn’t new for us, but I’m excited to expand this work over time.” — Mark Zuckerberg

The Hollywood Reporter and other media outlets noted that Facebook is setting up a bonus structure to incentivize creators to “sign up for IGTV ads, create Reels or use in-stream ads on Facebook”

Deadline observed that competition with TikTok and Youtube remains intense. Bonuses and incentives are in line with what these other platforms hand out to creators.

Variety further notes that Facebook has ordered content from media giants such as ABC News, CNN, Fox News and Univision, and also has programming focused on celebrities such as Jada Pinkett Smith, Tia Mowry, and others. Facebook also has exclusive rights to sports content such as Major League Baseball and Nitro Circus.

Facebook seems to be shoveling up a broad spectrum of content from small individual contributors to major media outlets and more. It is difficult to tell what Facebooks ultimate goal is, but some speculate that the network giant is trying to atone for its role in amplifying fake news, Trump’s presidential disaster, and other messes of its own making.

Another Variety article points out that bills are working their way through congress which aim to curb the excesses of Facebook and other tech titans. Award-winning New York Times reporters Sheera Frenkel and Cecilia Kang have just released a damning book “An Ugly Truth” which accuses Facebook of doing nothing to “prevent hate speech, disinformation and other harmful conduct”, and reports on Zuckerberg’s repeated mantra of “company over country”.

Facebook has demonstrated repeatedly over the years that it will do anything to avoid making significant changes to its fundamental positions, and will continue to allow and promote fake news, conspiracy theories, and harmful content.

I suggest content creators leave Facebook’s money on the table and find a more honest dollar to chase.