Facebook Court wants the creators. This can be a tough sale.

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Facebook Court wants the creators. This can be a tough sale.

SAN FRANCISCO – For the past 18 months, Facebook’s top product executive, Chris Cox, has been watching in amazement when Instagram came alive in ways he hadn’t seen before.

As young people searched for ways to digitally express themselves in the epidemic, Mr. Cox was fascinated by the content of creators such as Omi Janata. The Senegalese roller skater, based in Berlin, rose to prominence when he posted videos of himself dancing to skate techno music on his Instagram account. Mr Cox said his viral success – and that of others – led Instagram owner Facebook to assess the need for the court to work more with the creators.

The problem was that Facebook was late. Many creators – who create and leverage meme-y online content – have already moved to rival platforms such as YouTube and TikTalk, who have long since invested in digital tools for inspiring people. And provided them with ways to make money from their viral videos.

So Facebook started playing catch-up. In order to attract the next generation of viral stars, it started throwing millions of dollars into the first effect so that they could use its products. It used its biggest apps to imitate its competitors. Last month, it hosted “Creator Week” to celebrate inspiring people. Mark Zuckerberg, Facebook’s chief executive, also said he wanted to “create a great platform for millions of creators to make a living.”

“The code was an inspiring point,” Mr Cox said in an interview, where industry and creators generally. Are beginning to take on the status of a creative economy. ”

Facebook is trying to overcome its slow start with the creators as it seeks to be culturally compatible. Social networks once started as regular mummies such as Chibka Mom (a woman laughing while wearing a Star Wars character mask) and the ALS Ice Bucket Challenge (where people raised awareness and money for amyotrophic lateral sclerosis). Tossed ice water on their heads to increase. Research).

But those were years ago. As YouTube, TikTuk and other competitors became increasingly popular, they developed more trends and memes. The C Shanti Sensation, which features people creating and performing traditional whale songs with modern lyrics, was one of the biggest memes in the mainstream in the last 18 months – and it started with a bang. Happened on

It helps creators recapture Facebook and capture more interesting content, especially after it has been repeatedly criticized for spreading misinformation, poisonous speech and divisive political posts. Had to The more popular videos, photos and posts that creators post on Facebook and its apps, the more likely it is to return to the user network. And when the company finally demands a reduction in creators’ earnings, it could increase potentially profitable revenue.

“Facebook is basically saying, ‘Hey, Instagram was the most influential platform, and now we’re losing our influence in that space,'” said Nicole Quinn, venture capitalist at LightSpeed ​​Venture Partners. “Those who study influence and creativity market,” he said. If I were Facebook, I would think, ‘I need to be relevant. How do we get people back here? ‘

Even so, owning one is still beyond the reach of the average person. In addition to Facebook, YouTube and TikTuk, other platforms are also chasing influential people. Last November, SnapChat began paying creators up to 10 1 million a day for posting on its platform, and it is paving the way for more creative ways for creators to make money. Twitter has also introduced tipping and will soon allow creators to put their content behind a paywall and charge a monthly subscription fee.

At least 50 million people worldwide now consider themselves creators, according to venture capital firm Signalfire.

“Social media is an overall arms race to attract and retain creators in the landscape,” said Lee Jin, founder of Atelier Ventures, a venture capital firm focused on the Creator’s economy. “All major platforms have come to realize that value comes from creators who create content that people have to come back to regularly.”

This change poses a challenge for Facebook. The company is primarily focused on selling advertising to large brands and small and medium-sized businesses. It also failed to take advantage of the creators’ chances of winning.

In 2016, after the closure of the short form video app Vine, top creators like Logan Paul and Pease took to Facebook to post their videos. But Facebook did not have enough tools for influencers to make money at that time, so many people shifted their efforts to YouTube.

One problem for Facebook and Instagram is that user posts and videos are only offered to people who follow them, which means it can take years to build a large audience to make money. Facebook also has more than three billion users worldwide, so standing out from the crowd is no easy feat.

In contrast, TickTalk has a “for you” discovery algorithm that enables new users to easily upload videos and instantly show them to millions of other users. Tik Tok also established relationships with popular creators on its platform by initially forming “partnership” teams, which help creators grow and follow them and their tech support. Smooth matters.

Some creators – such as 29-year-old John Brownell – have more than two million followers on Facebook, influencing lifestyle and health. He said that he has been ignored through social networks.

Mr Brownell said he struggled to talk to anyone on Facebook after his page was hacked in 2017. He said he showed up four different times to talk and talk to an employee at the Facebook office in PlayVista, California for help, but was never able to talk to anyone when he finally Regained control of his Facebook page, failing to publish sponsored content on his page until Saturday, causing him financial losses.

“The statement that Zuckerberg has always supported the creators is a lie, a point of pride, a point of punishment, a point of punishment,” Mr Brownell said in a statement.

Mr Cox said Facebook was listening. He said the company is adding its own partner teams to be more responsible for influence concerns. He added that there are Facebook creators who already lead large groups of followers on the site. They include Hala Sabri, a doctor who founded the Physician Moms Group in 2014, where female doctors who are also parents come together to help each other online. Mr Cox added that Facebook’s experience with small businesses builds the company to support creators and help them build sustainable business models.

Facebook is also promoting more of its tools and features to help creators make money. This includes monthly paid purchases of influential pages and the ability to post short videos and live ads. Mr Zuckerberg has vowed that Facebook will not act as soon as 2023 on the creators’ earnings on the platform.

Facebook is also backtracking on a familiar strategy: it looks like its competitors. This month, the head of Instagram, Adam Moussari, said the app will make changes to maintain the popularity of video sharing apps. This includes tweeting Instagram’s algorithm to show users as many videos as possible from people they don’t follow – in other words, do the things that tick.

“We’re no longer a photo-sharing app,” Mussri said in an Instagram video earlier this month. (That later Tweet That Instagram wasn’t leaving a photo, but was leaning into the video.)

Facebook is developing other products to attract other types of creators, from authors to podcasters and more. Last month, it unveiled a news service called Bulletin, aimed at attracting freelance writers and authors to engage their viewers on Facebook. It also released audio rooms, a feature where people have live audio chats with fans and followers. The company is using these tools to target the podcasting market and compete with apps like Clubhouse and Twitter “Spaces”.

Recently, Mr. Zuckerberg has also ventured into viral memes about himself. She recently posted a photo of a surfboard she released, the artistic style of her face covered in white suntan lotion on her face, which is why it has been so popular online in the past year. Was rotated.

At the end of the fourth week of July, Mr. Zuckerberg also tried to make his mark. He posted a video of himself surfing on an electric surfboard in Lake Tahoe, California, waving in the air. The video was attributed to John Denver’s voice “Take me home, country streets.”

Beaten by the creators. It became meme-ified almost immediately.

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