Facebook pilots program to help creators build advertiser relationships & drive fan engagement
The site is testing new products that will allow creators to spotlight their top fans and monetize content.
Facebook is taking steps to make its network more appealing
to content creators and influencers by piloting a product testing program built around creator needs. Scheduled to roll out over the coming weeks to a small group, the experimental features are aimed at driving more fan engagement for creators and helping them create revenue from their Facebook activitites.
“We’ve been working closely with creators to understand what they need to be successful on Facebook,” write Facebook’s Vice President of Product Fidji Simo and the company’s Head of Entertainment Partnerships Sibyl Goldman. “To support them, we’re focused on three areas: helping them engage and grow their community, manage their presence, and build a business on Facebook.” To start, Facebook is experimenting with two different revenue-generating tools. One will allow creators to shop themselves to advertisers and brands for branded-content opportunities. Facebook says creators that are part of the pilot program will be able to build out a portfolio spotlighting their area of expertise.
Advertisers will then be able to search the portfolios and find creators to partner with for branded content campaigns. Another revenue-creating opportunity being tested is a monthly payment option where fans can pay creators to get access to exclusive content and a badge that identifies them as a top fan. Displayed next to a user’s name, the badge will also be available to highly engaged fans. “As we continue to help creators build relationships with their audiences, we’re going to make it easier to identify and connect with their most passionate fans,” Simo and Goldman write.
Facebook says users can earn top-fan badge status based on how often they engage with a creator through comments, shares, reactions, video views and interactions with the creator. Fans have to opt in to get the badge and can turn it off at any time. Highly engaged fans will also be included on a leaderboard listing a creator’s most engaged fans. Regarding creator tools, Facebook says it is testing a content rights management tool designed specifically for creators. “This new version of our Rights Manager tool includes simplified and more automated capabilities,” writes Simo and Goldman.
Also, already available on iOS devices, the Facebook Creator App is scheduled to come to Android devices soon. Facebook’s move to up its game for creators comes on the heels of Snapchat’s announcement last week that it was testing a new feature to let users tag other users in their Snapchat story — giving influencers and brands more ways to build their follower numbers. “Creators are vibrant, diverse, and wonderful at building community, bringing people from across the world together around shared passions,” says Simo — getting at the heart of Facebook’s strategy to attract more influencers to its platform.
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