Mark Zuckerberg has a problem. And for once it’s not related to the billions burned in the metaverse and VR wearable devices.
Facebook, the pioneering platform of every social network, has been populated for years now by a growing number of elderly people.
Meta’s business model relies on advertising revenue and is currently thriving, but it needs to renew its virtual population. It needs to bring on board those who can entertain a younger audience. In short, it needs creators. But how to snatch them away from rivals?
FACEBOOK’S PROGRAM TO BRING ON BOARD ALREADY KNOWN CREATORS
Most likely, this promise gave rise to the program just presented by the Group Creator Fast Track aimed at influencers who have at least 100,000 followers on competing platforms, guaranteeing from $1,000 to $3,000 per month for 3 months if they are persuaded to publish their content also on Facebook reels.
There are no exclusivity constraints, but Menlo Park’s intention is clear to use more or less well-known faces from the Web to refresh its base, hoping for a user transfer from rivals, without intervening on the platform’s mechanics themselves (except for the recent tweaks to the feed) which probably over the years led it to give way first to Instagram (also part of the Meta family) and then to the Chinese TikTok, particularly loved by younger users.
AN EMERGENCY MOVE?
The fact that Menlo Park’s move may be of an emergency nature, aimed at quickly recalling the highest number of creators possible (and their followers), can be understood from the fact that the promised monetization does not require reaching goals related to the performance of the published videos: thus, one is paid regardless and simply for publishing also on Facebook, regardless of how much the content circulates.
