Why Influencers Suddenly Love Facebook: A Golden Opportunity for Content Creation
Anwar Jibawi, a creator who once dismissed Facebook as a relic for older people, is now reaping the rewards of the platform's recent changes. After years of neglect, his Facebook page has become a significant income source, with checks getting bigger and bigger. This shift has been noticed by many other creators, who are now treating Facebook as a top income source.
The change in Facebook's monetization policy last fall has made a substantial impact. Instead of sharing ad revenue, Facebook now pays creators based on the performance of their posts. This new approach aims to incentivize creators to produce more original and compelling content, keeping users engaged despite competition from younger platforms and concerns about a stalling user base.
Yair Livne, senior director of Facebook Creator Product, emphasizes the potential for creators, stating that the opportunity is very large. Over 60% of users' time on Facebook is spent watching videos, with a significant portion coming from creators. However, Facebook also pays for photo and text posts, which Jibawi calls a game-changer.
The Facebook Creator Program, an invite-only initiative, currently has millions of creators. Payment is based on views, engagement, and content quality, with a focus on originality and a disincentive for clickbait. The most successful videos often fall into the how-to category, such as cooking videos or parenting tips.
Maggie McGaugh, with 1.9 million followers for her DIY content and scam reveals, reliably earns $20,000 to $30,000 a month on Facebook. She highlights the platform's potential, stating that it's her biggest source of income unless she secures a major brand deal. McGaugh's success on Facebook contrasts with her previous reliance on YouTube, where her ad revenue share decreased with the introduction of short videos.
Despite the algorithm's unpredictability, many creators are adapting to the new monetization strategy. This involves creating shorter videos that capture users' attention, moving away from longer videos with more ad breaks. McGaugh's content, which includes scam reveals and opening undelivered mail, has seen wide engagement across age groups, demonstrating the platform's versatility.
The key to success on Facebook, as McGaugh suggests, lies in understanding the audience's preferences. By catering to diverse interests, creators can maximize their reach and income on the platform.
