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Facebook to Invest $1 Billion+ in Creators Through 2022


In a move to massively increase the amount of original content on its platforms, Facebook announced it was investing $1B for creators to post content to Facebook and Instagram rather than TikTok, Twitch and YouTube through 2022.

The $1 billion investment will incentivize these influencers to create and post original content, competing against Tiktok, Twitch, and Youtube.

This investment will be used in two ways:

  • Seed funding for creators to produce content

  • New bonus programs to pay creators for hitting view and engagement milestones on the apps

Why is this important to brands?

Facebook is one of the largest advertising platforms for digital marketers and it continues to evolve in order to maintain a competitive advantage against other growing social platforms. This is Facebook’s biggest investment in attracting creators to date, and perhaps just its opening shot.

Facebook is significantly changing things up by pushing out in-stream advertising, Reels, and IGTV ads through the feed’s algorithm. Facebook’s new products and policies favor creators, and savvy brands will not only recognize this but take advantage as they craft media plans.


Final Takeaways

Competition is driving Facebook to find more ways to get influencers/creators to use their app, and is changing the way brands will advertise in the process. Facebook’s $1 billion investment will go toward seed funding and bonus programs for creators, luring them from TikTok and other platforms. Use these new policies to your advantage and your brand will be ahead of the curve.


- Bill and Exverus Team

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