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(And think about the sum YouTube disburses.) Moreover, Meta has set a timeframe for dispensing those funds, saying last July it would continue through December 2022. Meta has earmarked up to a $1 billion for these checks to creators, which sounds big until you remember the amount of capital Meta has available to it. Or higher still: YouTube earnings can climb over $5, double even for the most popular creators. Now, imagine how someone like Green might get more motivated to think about Meta if Reels’ number crept up to 80 cents or a dollar per thousand views. Maybe even Reels over YouTube, which has launched its own TikTok competitor, Shorts. This is where Zuckerberg could use Meta’s thick profit margin (36%, better even than Alphabet’s) and fat cash pile ($48 billion) to shell out YouTube-style cash to users posting Reels, creating an obvious enticement to prioritize Reels over TikTok. “Facebook has traditionally been the company that has been kind of worst at being a good partner to creators,” he says, citing in particular Facebook’s earlier pivot to long-form video that led to the demise of several promising media startups, like Mic and Mashable. None of it is deeper,” he says.) Another factor weighing on Reels: Meta’s bad reputation. (Tiktok “has deeper content, something fascinating and weird,” explains Green. Many times over TikTok’s but still not enough to get Green to divert any substantial his focus to Reels, which has never managed to replicate TikTok’s zeitgeisty place in pop culture. Over the last month, Reels has finally amassed enough of an audience for Green’s videos to accumulate 16 million views and earn around 60 cents per thousand views. Meta is already beginning to offer some payouts for Reels. TikTok doesn’t come close to paying as well as YouTube: On TikTok, Green earns pennies per every thousand views. Green sports an expansive mindset, though, and he has accounts on TikTok, Instagram and Facebook, too. (In all, YouTube distributed nearly $16 billion to creators last year.) On YouTube, he earns around $2 per thousand views. “YouTube is good at selling advertisements: It's been around a long time, and it's getting better every year,” Green says. It shares 55% of all ad revenue earned on a video with its creator. Like the savviest social media publishers, Green fully understands that YouTube offers the best avenue for making money.
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