Meta launches Ideas that Matter, a new video content series that looks at the social trends intersecting with business, and how they are creating new opportunities. The inaugural episode looks at the creator economy in the Asia Pacific and explores how both creators and brands can navigate this dynamic space thoughtfully.
The creator economy has reportedly seen $1.3 billion in investment funding in 2021 so far, nearly three times the funding it received in all of 2020. The episode features Marion Grasby, the owner and creator of Marion’s Kitchen Media with a 6 million+ strong global community, Indonesian content creator Thariq (Thor) Halilintar of the Gen Halilintar family with parents and 11 children – all of whom are content creators and Suzie Shaw who manages We Are Social, Australia.
“The pandemic has transformed digital discovery and continues to shape how people live, work, shop and play. People had to stay home and find ways to entertain themselves over long periods of time. Naturally, home-based content surged across a range of topics and formats. It’s evident that creators are truly a new and diverse form of media. Our inaugural episode brings you views from some of our region’s biggest creators and insights on how creators and brands can work together,” said Dan Neary, Vice President, Asia Pacific, Meta.
“Content creators have become the voice of so many different audiences and communities all around the world. We come from different cultures, different backgrounds, I happen to be a Thai Australian cook, and I get to share my story, my culture and my food. There are so many creators out there sharing their stories, and not just being the voice of communities, but even building up those communities. For brands, it is also about engaging, connecting with them, and giving them a voice,” said Marion Grasby.
“Facebook helps us to share our family values and lets us connect deeply with our fans. There is a mutual trust between us and the brands we work with. We sell what we eat, what we use, what we wear and when we utilize it. It means every product we promote is very close to us. We have the trust from the viewers and brands. We always sit down with the brand to get the right idea to get the brand message across in our way and it stimulates creativity in branded content collaboration,” said Thariq Halilintar.
“Creators have really become the new generation of publishers. They have defined a content proposition and built an audience around it and, in many cases, built big channels. And that gives brands an opportunity to reach the audiences that follow those channels. They’re also actually becoming retail channels and affiliates for brands to distribute their products,” said Suzie Shaw.
By the end of 2022, Meta is investing over $1 billion in programs that give creators new ways to earn money for the content they create on Facebook and Instagram. The goal is to help as many creators as possible find sustainable, long-term success. On its platforms, creators are rewarded for the many ways in which they build community. Meta’s monetization tools provide creators with the flexibility to earn money on their own terms, in a way that makes sense for them and their community and content. This investment will include new bonus programs that pay eligible creators for hitting certain milestones when they use our creative and monetization tools. Meta also provides seed funding for creators to produce their content. This complements the growing suite of monetization tools – earning ad revenue through in-stream and IGTV ads; fan support via Badges, Stars, subscriptions and paid online events; partnering with brands via branded content and affiliate, and creator shopping tools.
Meta also recently announced updates to its Subscription product including having the ability to direct people to a website to complete their Subscriptions purchase using Facebook Pay. When people purchase Subscriptions from this website on the web or mobile, creators will be able to keep 100% of the money that they earn, excluding taxes. With Subscriptions, audiences can support creators in a more consistent way with recurring monthly payments. To help creators grow their subscription businesses, Facebook will pay creators a bonus of USD 5-USD 20 for every new subscriber that they get from now until the end of 2021. Creators can earn a bonus of up to USD 10,000 over the course of the programme. It’s invitation-only in all 27 markets where the Subscriptions feature is available to creators.
