Imagine this: Social media mavens who once shrugged off Facebook as a dusty hangout for the grandparents are now flocking to it like bees to a blooming flower – all thanks to the sweet nectar of serious cash flow!
But here's where it gets intriguing: What if the platform you dismissed as outdated is secretly becoming the ultimate paycheck powerhouse for creators?
Take Anwar Jibawi, for instance. This talented comedian had sidelined his Facebook page for ages, writing it off as just another spot for folks past their prime to scroll through memories. Then, something unexpected happened – the paychecks from the site started ballooning. Intrigued, he dove back in, bringing on a fresh team member to keep pace with his whirlwind schedule of dropping hilarious comedy sketches ten times daily. Fast-forward, and Facebook has rocketed to the top of his earnings list. 'It's not rare for it to reach six figures each month,' Jibawi shares proudly, boasting a massive 20 million followers on the platform.
And Jibawi isn't flying solo. Countless other content creators have spotted the same trend, all sparked by a pivotal tweak in Facebook's monetization strategy last autumn. Gone are the days of splitting ad revenue; now, creators earn based on how well their posts perform. This switch has flipped the script, turning Facebook into a prime revenue stream for many.
The brains behind this at Facebook aim to motivate creators to craft fresh, captivating material that keeps users hooked, especially as they battle for attention against platforms that appeal more to younger crowds and navigate worries about a slowing – albeit still enormous – user base.
As Yair Livne, the senior director of Facebook Creator Product, puts it: 'We're aiming to shine a light on this hidden gem and spread the word, because the potential for creators here is truly massive.'
To give you a clearer picture, think of Facebook's ecosystem as a bustling market. Over 60 percent of users' time on the site goes to watching videos – whether that's on the main newsfeed, short-form clips called Reels (like bite-sized TikToks), or ephemeral Stories (temporary posts that vanish after 24 hours). Most of this viewing comes from creators, but the platform also compensates for still photos and written posts, which Jibawi enthusiastically dubs 'a total game-changer.'
The program, available only by invitation to millions of creators, doles out payments based on post views, how viewers interact with them (likes, shares, comments), and the overall quality of the content. It rewards genuine originality and steers clear of low-effort clickbait that just tricks people into clicks. Top-earning videos often fit into practical 'how-to' niches, such as step-by-step cooking tutorials or handy parenting advice – imagine a video showing you the foolproof way to whip up a quick meal without burning the kitchen down, or tips on calming a fussy toddler during nap time.
Maggie McGaugh, who entertains her 1.9 million followers with DIY projects and exposes on scams, consistently pulls in $20,000 to $30,000 monthly from Facebook. 'Unless a blockbuster brand partnership comes knocking, this is my main moneymaker,' she says. Her success underscores how this model can transform niche hobbies into steady income, proving that even quirky topics can captivate audiences and pay the bills.
Previously, Jibawi relied on YouTube as his crown jewel for earnings, but that changed when the platform's short-video boom flooded it with content, diluting his ad revenue slice. Meanwhile, platforms like TikTok and Instagram offer creator funds too, using similar yardsticks for payment, but Jibawi reckons he earns just $5 from TikTok for every $1,000 he banks on Facebook – a stark reminder of how algorithm and policy differences can swing fortunes.
Of course, it's not all smooth sailing. Not every upload hits the jackpot; Facebook's famously opaque algorithm (think of it as a mysterious decision-maker that decides what content bubbles to the top) plays a huge role in what goes viral. Payments can vary wildly too – McGaugh recalls a single photo raking in thousands, while another that went viral barely netted $13. This unpredictability means creators must adapt, shifting from lengthy videos packed with ad interruptions to snappier clips that grab attention fast and keep viewers glued in.
And this is the part most people miss: The move toward performance-based pay might sound fair, but could it be tilting the playing field in subtle ways? For example, does prioritizing 'original and compelling' content inadvertently favor certain topics or voices, potentially sidelining diverse perspectives? It's a juicy debate worth pondering.
Despite her initial hesitation, viewing Facebook as a realm for the older set, McGaugh has witnessed broad appeal across generations. Her scam-busting posts resonate deeply with seniors, who might appreciate the real-world relevance, but her variety of topics – from revealing hidden truths to simply opening up packages of 'lost mail' (like when she buys bulk lots of undelivered items and unwraps them on camera) – draws in viewers of all ages. 'Folks love watching someone unbox things, no matter who they are,' she notes, highlighting how universal curiosity can be a content creator's secret weapon.
This piece originally ran in the October 15 edition of The Hollywood Reporter magazine. Eager to dive deeper into entertainment insights? Subscribe here.
What do you think – is Facebook's new payout system a genius boost for creativity, or does it risk stifling innovation by rewarding only the 'winners'? Do you agree that performance-based models level the playing field, or might they widen gaps between big and small creators? Share your thoughts in the comments – I'd love to hear your take!
