Instagram, which is owned by Meta, has cut creator payouts by up to 70% and raised the threshold for monetization. To continue to be paid, creators would have to get millions of views on the video after the pay per view was reduced by at least 70 percent, according to The Financial Times.
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The Financial Times reported that one producer had increased his personal limit from 58 million views to 359 million views in order to be paid about $35,000.
Meta announced late Wednesday that it is testing reel bonuses on Instagram and Facebook, which could lead to “fluctuating” payouts once the pricing models have been proven.
Creators can earn rewards for posting on Reels after Instagram introduced the ‘Reels Play Bonus Program‘ in July of last year.
According to reports, Instagram has begun offering bonuses of up to $10,000 to those who post videos to their reels in an attempt to attract content creators. The company plans on personalizing the bonus system soon.
Similar creator retention programs are available on several other social networks, such as TikTok and Snapchat.