Facebook Drops Video Rev Sharing in Bet Creators Will Like the Alternative

Facebook wants more creators to set up shop on the blue app, and executives are betting a change to how it shares revenue from video ads will help. 

The flagship Meta Platforms app is dropping its practice of giving creators 55% of ad revenue on certain videos, something it’s done dating back to the 2017 Facebook Watch days, in favor of a different structure that pays out cash based on the performance of the video. The new model is similar to the bonus program it offered for short-form Reels that largely was based on number of views. (It later discontinued that program on Facebook.)