Facebook Also Pays “Net Celebrities” to Counter TikTok

The move announced by Facebook this time integrates numerous remuneration programs in various fields such as art, fashion, and entertainment. It is said to be complementary to existing profit channels for creators. The photo sharing app “Instagram” and the social networking site “Facebook” will release detailed measures in the app in this summer and autumn, respectively.

As a service against TikTok in 2020, Instagram launched a short video publishing function “Reels”. A mechanism to pay bonuses to creators who produce high-quality content under certain conditions will be introduced in the United States in the near future. Facebook Chief Executive Officer (CEO) Mark Zuckerberg published an article on social networking sites on July 14th, saying that “I hope to build the best platform for millions of creators to better sustain their livelihoods.”

Facebook previously provided a mechanism for creators to obtain revenue by uploading works to social networking sites. However, there are criticisms that the distribution of proceeds is not transparent. It is said that the new mechanism will clarify how creators will obtain benefits, and the distribution method will also follow certain principles.

Facebook also faces criticism of free-riding in terms of content. Behind the announcement of paying huge amounts of money to creators, it also revealed the sense of crisis facing TikTok, which provides content quality through diversified remuneration programs and increases the number of users.

The US research company Sensor Tower announced on the 14th that TikTok became the world’s most downloaded APP in the first half of 2021, with cumulative downloads exceeding 3 billion. In addition to the apps pre-installed on smartphones, this is the first time that it has exceeded 3 billion times in addition to the apps provided by Facebook.

The “Creator Economy”, in which individuals make money directly through social networking sites, is growing rapidly. Having a large number of well-known creators can help increase users, and large social networking sites are strengthening functions that promote creators’ profitability.