War Against TikTok, Facebook Prepares Rp1.45 Budget To Share With Creators

JAKARTA - Facebook CEO Mark Zuckerberg on Wednesday announced the company plans to pay $1 billion (Rp1.45 trillion) through 2022 to users who create content for its social networks Facebook and Instagram.

This is one way the company hopes to attract influencers to create content for its platform. Facebook realizes that they are now competing, even at war with other popular services, such as TikTok.

“We wanted to build the best platform for millions of creators to make a living, so we created a new program to invest over 1 billion (US dollars) to reward creators for the great content they create on Facebook and Instagram through 2022,” wrote Zuckerberg on Facebook. “Investing in content creators isn't new to us, but I'm excited to expand this work overtime.”

As part of this initiative, the company plans to launch a new bonus program between now and the end of the year that will pay creators for achieving certain achievements, Facebook sources said in a statement.

Among the upcoming bonus, programs are the Reels Summer Bonus which will launch in the coming weeks and pays users in the US, who make great Reels content for Instagram. Reels is a short full-screen video feature launched by Instagram in 2020 to compete with content from TikTok.

Facebook also plans to launch a dedicated space within its Instagram app this summer and a Facebook app this fall, where creators can learn about bonuses they can work on.

Over the past few months, Facebook has launched a new initiative to pay creators money as their tactic to lure more influential social media users to its service.

In June, for example, Facebook announced that it would not cut revenue generated by content creators for Facebook's upcoming paid online events, fan subscriptions, badges, and independent news products until at least 2023. In April, the company announced a number of programs. new for content creators to make money through Instagram.