Facebook has launched its latest campaign in escalating the digital creator war, announcing that it will invest more than $1 billion over the next 18 months in creator-focused programs by adding more ways for content creators to earn money for their audience engagements – both on Facebook and Instagram.

As Facebook explains: “From artists to style experts and budding entertainers, creators drive so much of the passion and creativity we see across our apps. As we continue building creative tools like Live Audio Rooms and Bulletin, as well as monetization products like Stars and affiliates, we also want to reward creators, especially those who are just starting out, for creating content their communities love.”

As TikTok continues to grow, Facebook is expanding its monetization tools to attract more emerging online stars. TikTok is also working on its own monetization options, focusing on e-commerce deals and brand partnerships, but for now, Facebook has a distinct advantage in that regard.

Facebook’s first bonus payment plan was to use the On-Air Stars viewer donation program. Facebook is also offering an earning bonus to select video creators who use in-stream ads for the next four months to drive usage and earn more. Facebook is also adding a similar incentive for Instagram creators to encourage the use of IGTV ads and badges on Live and Reels.

’The first bonus opportunities on Facebook, available by invitation now, help creators earn more while learning how to create content that can be monetized’’

However, it’s also worth being careful. Facebook had plans to increase Facebook Watch before but it didn’t work. That may happen again, and it’s worth noting that relying too heavily on Facebook’s tools can be problematic while Facebook focuses more sustainably on these new ventures by educating and incentivizing creators about regular monetization options, in terms of business.

Because one thing you can be sure of is that Facebook will keep an eye on Facebook first, no matter how you dress up these announcements.

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