Facebook has been flirting with video monetisation for a while, with beta tests of ad breaks in live video, in-stream video ads, and ad breaks in on-demand video.
Till now, these were mostly available to a limited set of partners. Now Facebook is rolling out monetization products they are building to a wider audience.
“We want to provide different ways for creators to make money on Facebook, so they can choose what makes sense for their content and community,” said Fidji Simo, VP of Product at Facebook.
By 2019, video content is predicted to command a hefty 80% of all online traffic. Naturally, publishers are pivoting to video in larger numbers. Effective monetization has been the challenge for most creators, and this is something YouTube has traditionally excelled at with their YouTube Partner Program.
Both Facebook and YouTube are vying to attract high-quality content, which would help them win a substantial chunk of the $200 billion spent annually on TV advertising globally.
Facebook is now upping the ante in video monetization, with the following:
- Brand Collabs Manager
Brand Collabs Manager makes it easier for brands and influential content creators to find each other. According to Facebook, “We want to help creators be discovered by brands for new branded content collaborations. The Brand Collabs Manager lets brands search and find creators to potentially establish deals and partnerships with.”
Learn more about Brand Collabs Manager and express your interest here.
- Ad Breaks for More Creators
Facebook is now giving access to its Ad Breaks program to more creators (in the US). The program will be opened up more broadly in stages, starting with creators who are creating longer, original content that encourages audience engagement and retention.
- Fan Subscriptions
Facebook has been testing a way for fans to support creators they love by pledging $4.99 (USD) per month, in exchange for perks like exclusive content and a special badge highlighting their status as a supporter. They are now expanding this to more creators.
Facebook is not keeping a cut of partnerships or subscriptions during testing, and it is uncertain about eventual fees, said company Vice President Fidji Simo.
Publishers and content creators can visit Facebook for Creators to learn more and express interest in these features.