If you thought the deal couldn’t possibly get sweeter for the influencers that flock to Facebook and Instagram to simultaneously bolster their social media followings and line their pockets, think again: On Tuesday, both platforms announced that they’ll be stepping up their respective games in the coming weeks by rolling out a suite of additional financial incentives aimed at keeping the creator class logged on and streaming.
During Instagram’s first Creator Week event, Mark Zuckerberg — the CEO of Facebook, which owns Instagram — debuted new features that will help influencers rack up “extra cash” in exchange for hitting certain milestones. According to Engadget, examples of goals that will translate to extra cash include selling badges within streams or going live with other accounts on Instagram and participating in “Stars Challenges,” on Facebook, which will reward creators for meeting certain streaming milestones and completing other predetermined tasks.
“We believe that you should be rewarded for the value that you bring to your fans and to the overall community,” Zuckerberg told creators during the event.
In addition to the new milestones, Instagram will also be rolling out an option for creators who sell their own products to link to them in-app, with additional options to earn commission directly from shopping posts.
The cash incentives seem explicitly designed to keep influencers, well influencing, which, in addition to lining creators’ pockets, serves the dual purpose of attracting more users to Instagram and Facebook.
Notably, the bonuses also seem to be explicitly targeted towards mid-range creators, rather than content behemoths with massive online followings. This seems to be in line with Zuckerberg’s recently stated goal of establishing a sort of “creator middle class” — the subset of influencers that, despite having substantial platforms, are not yet big or influence-y enough to merit sponsorship offers from big-name brands.