New Creator Monetization from Meta
💰 Monetization: Creator Partnerships Right in Instagram
📷 Product: Facial Recognition on Kids?
🗽 Creator News: Emma Chamberlain is Back
Instagram Is Making A Creator Marketplace
Our friend Mark shared several updates across Meta’s product surfaces that were focused on supporting creators. A lot was announced, including Facebook taking no cuts for paid items on their platform until 2024, more monetization opps for Reels, and expanding access to NFTs on Instagram and soon Facebook.
What I found most interesting was the “Creator marketplace.” I’m only aware of third-party marketplaces, like Grapevine Village, where creators and sponsors can be matched up. If this works in a big way, I can see these third-party solutions becoming significantly less valuable in the future.
Using Facial Recognition to Detect Age
Axios has reported that Instagram is working with Yoti to use facial recognition to determine the age of users. This is specifically being used to prevent users from editing their age in the app from below 18 to over 18. What confuses me though is that you can submit any age when you sign up for an account. I made one just a few minutes ago to confirm. This seems like a massive investment to NOT actually prevent someone under 13 to create an Instagram with an email address and lie about their birthday.
Emma is back after six months
In May, Colin and Samir had a video describing creator burnout and potential models to help address it, including some new fields on YouTube channels. I thought the Pause / On Break indicator they described was a great idea.
In the video, they use Emma Chamberlain as an example, who had gone on break from making videos. Announcing a break is extremely common for YouTubers, which is an odd paradigm when you think about it — it feels like something you wouldn’t have to tell the world. And it flies in the face of the advice that you hear about the creator economy: “Just make comment and you don’t have to work on a regular schedule anymore!” But really you have to keep churning out content or the algo gods will reject you.
Anyway, Emma published a video yesterday after a six month break. Tbh, I didn’t understand why Emma’s videos were so popular, but earlier this year, something clicked and I thought Emma’s editing style and videos were just so good. And I liked the latest one!