Observed Signal · Apr 14, 2023 · Technical Release · Source: OnlineMarketing.de · Impact: 4/5 · Sentiment: Positive
Meta Expands Reels Ad Revenue to More Creators
Meta plans to broaden the pool of creators eligible for payments under its Reels Ad Revenue Program, moving closer to a partner-like model for Facebook and Reels. The program, currently invite-only, would be expanded in the coming months to pay more creators for ads shown on their Reels, including Reel ads and overlay ads. Meta has paused the Reels Play Bonus Program. The expansion hinges on creators enabling monetization via Facebook's Professional Mode, which unlocks monetization tools if eligibility criteria are met, though specific criteria and payment details remain undisclosed. The information came from a meeting with multiple creators, with social-media expert Lia Haberman sharing screenshots and a tweet about the changes. Facebook Reels can currently run up to 90 seconds, and the move is framed as an effort to boost creator activity and monetization on the platform.
Major platform monetization update; affects creators and the ad ecosystem
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Key Takeaways & Evidence Grounding
- Meta plans to broaden the Reels Ad Revenue Program to more creators
- Reels Ad Revenue Program is currently invite-only; Reels Play Bonus Program paused
- Professional Mode on Facebook is required for monetization; exact criteria not disclosed
- Ads in Reels may appear as Reel ads or overlay ads; Facebook Reels up to 90 seconds
Connected Companies & Entities
1 Entity mappedOntology Mapping & Concepts
Related Market Signals & Shifts
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Meta lures top creators to Facebook with guaranteed pay
Meta unveils Creator Fast Track to reposition Facebook as a primary creator platform by offering guaranteed payments, increased content distribution, and quicker monetization access. Participants with at least 100,000 followers on Instagram, TikTok, or YouTube will receive $1,000 per month, while creators with more than 1 million followers can earn $3,000 per month. The guaranteed payments run for three months, during which participants must publish at least 15 Reels across a minimum of ten days. Meta argues the program lowers the hurdle for creators with existing reach to restart on Facebook and translate social signals into platform growth, with distribution tied to Reels and faster entry into Content Monetization. Content Monetization remains invite-only, and creators can use non-exclusive content, including AI-generated material, as long as it’s their own. Meta also noted nearly $3B in creator payouts in 2025 (up 35% YoY, 60% of which went to Reels) and introduced new metrics like Qualified Views and Earnings Rate.
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