Meta to pause bonus payments for Reels creators, to expand advertising on Reels
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Meta Platforms (NASDAQ:META) will pause its Reels Play bonus program, a source for Reels creators on Facebook and Instagram to get paid, according to published reports citing Business Insider.
This program was originally created in December 2021 for monthly payouts based on certain view counts and other metrics and to infuse money into creator monetization programs in order to make Reels more competitive with TikTok.

The company says that now it's "evolving" the program and will "stop extending new and renewed Reels Play deals for creators on Facebook and for US creators on Instagram at this time."
However, Meta may still offer bonuses to creators in more targeted ways, like if Reels enters a new market.
A Twitter quote by Meta CFO Susan Li,



Also, it is getting ready to expand advertising on Reels, which would enable more traditional revenue sharing arrangements for creators.
In a blog post last week, the company highlighted that it will expand ads on Facebook Reels tests to help more creators earn ad revenue for their Reels and grow virtual gifting via Stars on Reels.