Creators said changes to Instagram’s payment system weren’t explained by the social network.
Instagram, owned by Meta, has reportedly cut creator payouts by up to 70% while increasing targeted monetization metrics for them on the platform. According to the Financial Times, their payouts have dropped by up to 70% per view, and videos need millions more views for creators to get paid.
The creators said the changes in Instagram’s payment system were not explained by the social network. A YouTuber told the Financial Times that his custom “payout up to $35,000” threshold had risen from 58 million views to 359 million views.
Meta said in a statement late Wednesday that the company is testing Bonus Reels on Instagram and Facebook, which could mean payouts “wobble” as pricing models are refined.
Instagram announced the “Reels Play Bonus Program” in July last year, offering financial rewards to creators who post on Reels, Instagram’s short TikTok-style video clone.
In a bid to attract more content creators, photo-sharing platform Instagram has reportedly started paying out bonuses of up to $10,000 to those who post videos on Reels.
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