Social media conglomerate Meta continues its tactics of buying buzz after CEO Mark Zuckerberg promised in July that the company would pay $ 1 billion to creators by the end of 2022. A report from The information details how some of that money is being spent, with Meta-owned Facebook paying creators up to $ 50,000 to use the platform’s Live Audio Rooms feature – a rival to the once buzzing live audio app Clubhouse.
When you make as much money as Meta does, buying success is a reasonable tactic, at least in the short term. The Meta-owned Instagram, for example, has done the same to boost its TikTok rival Reels and has paid creators up to $ 35,000 to send them to the platform.
You may have the impression that only Meta has to pay creators to use its platform, but really, this behavior is common across the entire industry (Meta just has deeper pockets than most). TikTok has its Creator Fund, Snap has its Spotlight app, and Twitter has a paid “accelerator” app for its audio feature Spaces. In fact, virtually all major platforms offer financial incentives of some kind to attract and retain talent. The question is just who will be when the money runs out.