As it looks to add more ways to help creators build their presence and monetize their work in the app, Facebook is launching a new ‘The Creator Collaborations feature, which will allow creators to collaborate with others on content to extend their reach.
As you can see in this example, Creator Collaborations will allow multiple creators to be listed on a single Facebook post, providing both additional brand awareness, via the tag, and expanded reach to the combined audience of two collaborators.
As Facebook explains:
“With this tool, a creator can invite a second creator to publish a single video content together. If the second creator agrees, the post will be published on both collaborators’ pages. The collaborators will share the same distribution for the content and will be able to display shared information, such as reach and engagement, in Creator Studio.
It’s a lot like Facebook’s existing branded content tags, which allow brands to tag collaborating businesses in a single post to boost their promotional efforts.
And it could be a great way for more established stars to help newcomers gain more exposure, showing their work to a wider audience and allowing viewers to check their profile for more information.
Although it is quite limited at the moment.
Facebook says the option is currently only available for video posts, although other creator options are in development, while it’s also only available to those who manage a creator profile in the app.
But it could provide more ability to establish an in-app presence, which could also make meta tools a bigger part of your community building and ultimately monetization efforts.
Meta also added ads for short videos and live streams, a new Creator Marketplace on Instagram, an extension of its Reels Play Bonus program, and more, all of which provide additional avenues of discovery and monetization for creative efforts in its apps.
Attracting top talent is a key battleground for social apps, with each platform now offering incentive programs and deals to sweeten their deals, and keep the most talented creators posting regularly, prompting users to come back for the latest updates.
Indeed, just this week, YouTube signed a new exclusive content deal with one of Brazil’s most popular game creators, and it’s these kinds of direct publishing deals that will likely become more and more common then. that YouTube and Meta, in particular, seek to combat the TikTok threat. .
Starve content competitors and you’ll drive audiences back to your apps, which is a more expensive and potentially risky route to take. But that could be how Meta ends up bringing more users back to its apps.