Creators are increasingly turning to Facebook as a lucrative platform, driven by recent changes in its monetization policy. Anwar Jibawi, a prominent comedian with 20 million followers, illustrates this trend. After neglecting his Facebook page, he noticed a significant boost in his earnings, prompting him to hire a team to produce up to ten comedy sketches daily.
How Facebook’s Monetization Policy Changed
In the fall of last year, Facebook modified its monetization strategy. Instead of relying on ad revenue sharing, the platform now compensates creators based on post performance. This approach has made Facebook a top income source for many.
Incentives for Original Content
The new program encourages creators to produce original and engaging content. Yair Livne, the senior director of Facebook Creator Product, emphasized the importance of spreading awareness about this opportunity. The goal is to retain users amid competition from platforms that appeal to younger audiences.
Content Performance Insights
Statistics reveal that over 60% of users’ time on Facebook is devoted to watching videos, including newsfeed content, Reels, and Stories. Facebook also supports photo and text posts, a feature Jibawi describes as a “game-changer.” Payments are based on video views and engagement while prioritizing quality content over clickbait.
Success Stories from Creators
- Anwar Jibawi: Reports earnings sometimes reaching six figures monthly.
- Maggie McGaugh: Demonstrates consistent monthly earnings between $20,000 to $30,000 from her DIY content and scam reveals.
McGaugh, who has 1.9 million followers, stated that unless she secures a significant brand deal, her Facebook earnings are her primary income source. Jibawi, who once relied heavily on YouTube, noted a decline in ad revenue due to the platform’s increased competition and the rise of short-form videos.
Comparing Platforms
While TikTok and Instagram also offer creator funds based on similar engagement metrics, Jibawi estimates he earns five times more on Facebook compared to TikTok.
The Challenges of the Algorithm
Despite the potential for earnings, not every post performs well. Facebook’s complex algorithm can make it challenging to predict which content will resonate with audiences. For instance, McGaugh shared that one photo earned her thousands while another garnered only $13.
Adapting Content Strategies
The shift in Facebook’s monetization has compelled creators to rethink their strategies. As video lengths decrease to maintain viewer interest, creators like McGaugh have discovered that engagement spans across diverse age groups. Regardless of initial perceptions of Facebook as an “older” platform, her content on topics such as undelivered mail has shown universal appeal.
With millions of creators participating in the invite-only program, the landscape of content creation on Facebook is evolving. As creators continue to adapt, it is evident that Facebook has become a significant player in their income strategies.
