Meta, the owner of Facebook, has announced a series of new updates designed to enhance the benefits for content creators from advanced monetization tools on the platform. This move comes as the company seeks to increase engagement rates within the app, amid fierce competition with other platforms.
The updates raise questions about how media organizations will exploit the new profit model to enhance their sustainable revenues. Meta confirmed at the end of March that it aims to support content creators by enabling them to earn more, focusing on rewarding original content through revenue sharing that includes various content types, such as short videos, images, and text posts.
Event Details
Meta has provided several recommendations to enhance sustainable revenues for content creators, emphasizing the importance of experimenting with different types of posts to understand audience preferences. The short video format, known as 'Reels', has been placed at the forefront of its interests, with the company asserting that 'content authenticity' is a crucial factor for profitability. It also warned against attempts to manipulate algorithms, such as using motivational phrases like 'watch until the end', unless the content provides real value.
Meta indicates that 'Reels' have become the primary driver of profits, accounting for 60% of the total payments, which reached around $3 billion for content creators in 2025. In this context, Mohammed Al-Fayyad, a researcher in digital media, explained that the fundamental shift is moving from a 'referral economy' to a 'platform economy', where newsrooms no longer design their content to drive users to click away but restructure their teams to produce original content that is fully consumed within the platform.
Background & Context
These updates come as Meta strives to remain competitive with platforms like TikTok, which has achieved significant success in attracting users through short video content. Abdullah Jumaa, a digital marketing researcher, noted that Facebook began supporting video formats since late last year, prioritizing short videos by extending the time frame, allowing newsrooms greater opportunities for ad visibility.
Jumaa added that Facebook's support for this program has changed the profit landscape, as revenues from images have significantly increased, while video profits have declined compared to previous times. Facebook is currently placing restrictions on shallow or recycled content in favor of supporting original content that offers real value.
Impact & Consequences
Meta is currently moving towards creating new pathways for profit, including supporting fans and subscriptions, which it has begun testing in some European countries. This direction may allow institutions to achieve steady profits, provided they offer constructive content and rely on trusted personalities. Experts indicate that this model could change the way audiences interact with content, shifting from mere followers to genuine supporters.
At the same time, researchers point out that profitability standards have become more technical and statistical rather than traditional journalism, as content must exceed the threshold of added value. The quality that generates revenue is the one that keeps users engaged within the app for the longest time possible.
Regional Significance
These updates represent an opportunity for media organizations in the Arab world to enhance their revenues by leveraging new monetization tools. Amid the challenges facing traditional media, this new profit model could serve as a turning point in how content is delivered. Furthermore, the focus on original content may enhance the quality of Arab media and increase its credibility.
In conclusion, this direction from Meta represents an important step towards supporting content creators, which could contribute to enhancing the economic sustainability of media institutions in the region.