Fri. Jan 21st, 2022

Image for the article titled Instagram Just Throwing Cash at Reels Creators at This Point

Photo: Florence Ion / Gizmodo

“Why should I ever use Instagram Wheel? ” you might be wondering. Well, Instagram has its own question: Do you like money? Are you interested in … being rich?

Trying to encourage users to post more of the TikTok-like content that the platform is really, really trying to make happen, Instagram amplifies reportedly the bonuses it currently offers to creators using Reels.

Another symptom of TikTok -ification of all things, Reels was launched in 2020 as Facebook’s response to the short-lived video craze. Just like on TikTok, Instagram users can post 15-second videos set to music on Reels, with the ability to repost and respond to other users’ clips and a host of editing tools at their disposal to make video editing and syncing maximally intuitive.

In fact, the interface of the feature looks more and more like TikToks with each passing day: Last Friday it was reported that Reels had also added text-to-speech and voice effects – accessibility features that have become so ubiquitous associated with TikTok, the app’s original voice actress sued the platform, claiming she had never authorized the use of her recordings in the thousands of viral videos they were used in.

Back in July, Meta CEO Mark Zuckerberg promised to pay out $ 1 billion by 2022 to offer “… creators new ways to monetize the content they create on Facebook and Instagram.” For Reels, these bonuses have varied greatly, with some users reportedly being offered as much as $ 35,000 in a month, as long as their Reels receive 58.31 million views (yes, that’s extremely specific).

But Friday d. TechCrunch reported on anecdotal claims from some creators with smaller followers who have seen the payouts on offer multiplied by a factor of 10 in the last month alone. An Instagram user with around 24,000 followers told the site they were eligible for a bonus of up to $ 800 last month if they got 1.7 million views on all posted reels – a figure that jumped to $ 8,500 for 9.28 million views this month.

As TechCrunch notes, it is incredibly difficult to establish some hard and fast criteria for who is being offered what amount. One user, Maddy Corbin, who has ~ 52,000 followers, reported being offered up to $ 1,000 for her wheels in a month, while some of her creator peers were offered much lower amounts.

“I saw some people who had more followers than me, and they could only make $ 600,” Corbin told TechCrunch. “I wish I knew more about how it was generated. The only thing I can think of is that it might be based on previous Reel performance. ”

In hanging cash incentives in front of users to get them to create on their platform instead of TikTok, Instagram is not alone: Youtube and Snapchat each implemented their creative tools in recent months, with YouTube announcing that it would pay up to $ 10,000 a month for viral videos and the rollout of Snapchat Spotlight challenges, an incentive program where the prizes range from $ 1,000 to $ 25,000.

Gizmodo contacted Instagram for clarification on how the bonuses for Reels creators are calculated and will update this post with their response. In a statement to TechCrunch, Instagram said payments were still being tested as they continue to be available to more creators and are expected to “fluctuate while we’re still running.”

“We’ve designed bonuses so we can help as many creators as we can, in a way that is achievable and provides meaningful earnings,” Instagram said. “Our goal is to make bonuses more personal over time.”


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