Meta ends Reels Play bonus programme

Meta has decided to end its Reels Play bonus programme, which rewarded content creators when they achieved certain goals for views on their Reels.

It was one of the main ways through which content creators monetised on Instagram. Although, this doesn’t mean that creators will not be able to make money from Reels. 

The tech giant will continue to pay creators for content from the other existing revenue-sharing programmes.

Launched in 2021, the bonus program was created to lure short-form video creators. The programme was introduced in India in 2022. 

As per a Business Insider report, Meta will ensure that it honours outstanding payments over the next 30 days.

Earlier on Tuesday, in a blog post, Facebook head Tom Alison said the platform will further expand ads on Reels to help creators earn revenue.

In Meta’s Q4 2022 earnings call, Mark Zuckerberg had said that Reels consumption has doubled in a year, but monetising Reels has been a struggle since it takes away revenue from more profitable features such as News Feeds ads.