New Delhi: Mark Zuckerberg-led Meta has decided to end its Reels Play bonus program, under which creators who hit certain view counts used to receive monthly payouts. The new development comes in the wake of the mass layoffs conducted in the company of late. For the unversed, in the biggest-ever layoff conducted in the history of the Zuckerberg-led platform, Meta sacked close to 11,000 employees. Latest reports have claimed that the social media giant might terminate 1,000 more employees in its fresh round of layoffs.
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WHAT IS META’s REELS PLAY BONUS PROGRAM?
In a bid to compete with TikTok, Meta introduced the Reels Play bonus in December 2021. It was one of the main ways creators monetised their short-form video content on Instagram. The programme used to reward content creators when they hit certain goals for views on their videos
WHY IS META PHASING OUT REELS PLAY BONUS PROGRAM?
Latest reports claimed that Meta will be ending its Reels Play bonus programme on both Instagram and Facebook for creators in the US.
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“We are evolving the test of our Reels Play bonus on Instagram and Facebook as we focus on investing in a suite of monetisation solutions to help creators earn steady streams of income. We will stop extending new and renewed Reels Play deals for creators on Facebook and for US creators on Instagram at this time. We will look into ways to run the programme in a more targeted form, for example in potential new markets. Creators can still monetise directly from Meta, and from the support of fans and brand partnerships, all of which have seen significant progress over the past year”, Meta spokesperson said.
However, the company confirmed that any ongoing Reels bonuses that a creator has signed up for will be honoured for the next 30 days.
