This is not the first time that Facebook has given money to creators in exchange for using its products. The company previously paid TikTok influencers and YouTubers to use features of Instagram such as IGTV, a long-form video feature similar to YouTube, and Reels, a feature that functions similarly to TikTok. In December, Facebook pledged to invest $10 million over the next two years in the Black gaming community, offering some creators guaranteed monthly payments for using Facebook Gaming, a streaming platform similar to Twitch.
Direct payments are becoming an increasingly common way to try to pry creators away from TikTok. In November, Snapchat began giving away $1 million a day to content creators who posted to the app’s Spotlight feature, which functions similarly to TikTok. Those payments have recently dried up, making Facebook’s bonus program potentially enticing.
At least 50 million people around the world now consider themselves content creators, and it is one of the fastest-growing segments of small business, according to a report by the venture capital firm SignalFire.
On Wednesday, the mobile insights firm Sensor Tower said TikTok was the most-downloaded app globally in the first half of 2021. TikTok also surpassed three billion installations globally, SensorTower said, making it the first non-Facebook app to exceed that figure.