[eMarketer] Meta plans revenue split with creators

Facebook is bringing some creator-friendly changes to Reels, its TikTok competitor.

In contrast to the 30-second advertising that Instagram Reels began rolling out globally last year, the new format will involve shorter ads on Facebook Reels.

The platform is testing 4 to 10-second skippable "post-loop" ads that play after a Reel has concluded; once the advertisement ends, the Reel will start over and loop.

Another Facebook Reels test involves "image carousel" ads. These horizontally scrollable ads can include two to 10 images and will be shown at the bottom of Reels content.

Eligible creators will receive 55% of the revenue from both of these new ad formats, which is critical at a time when social platforms are competing to keep creators on their platform—and money talks.

eMarketer is of the opinion that Meta needs to balance user experience with monetization, and this update—not to mention its new Instagram ad placements—makes that balancing act even more critical.

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