Connect with us


Facebook Begins to Re-Open Moderation Centers as Concerning Content Gains Momentum in the App



Amid the COVID-19 lockdowns, Facebook has been forced to shut down its moderation centers, and send some 35,000 content reviewers home, which has significantly reduced its capacity to review posts, ads and more.

Now, The Social Network is looking to get some moderators back in operation. According to BBC News, Facebook is now re-opening some of its review offices, though staff are only being asked to return on a voluntary basis at this stage.

As per BBC:

“[Facebook] told a committee of MPs that it was now reopening some offices, with plans for social distancing and protective equipment. […] Employees will have their temperatures checked at the beginning of their shift and buildings will be deep-cleaned at the end of shifts.

How many staff will actually be returning to work was unclear – and given some of the horror stories around the experiences of Facebook moderators, it’s hard to imagine that many of them will be quick to head back in, especially given that they’re on full pay while they stay at home.

But Facebook is bringing moderators back, in some capacity – which is important, because there’s also been an influx of concerning content on the platform of late, including COVID-19 misinformation, and arguably worse, child pornography.

Again, from BBC:

Earlier this month, Europol said it had seen an increase in use of the internet by those seeking child abuse material.”

Facebook has been working to get more of its moderation team working remotely, but at such scale, it’s simply not possible to get back to full capacity without re-opening some centers.


Adding capacity will not only better enable Facebook to cater to ongoing demand for content review, but it may also free up more resources to implement content rulings on coronavirus misinformation, which is evolving every day.

Case in point – this week, Facebook has seen a significant increase in posts which suggest that disinfectant and UV light can be used to treat COVID-19 after US President Donald Trump made the claims during one of his daily briefings. According to The New York Times, Facebook – along with YouTube and Twitter – has left many of these posts up, despite them sharing false information, and it is possible that with increased capacity, Facebook may be better equipped to adapt its rules around such posts to respond to such trends before they gain traction.

The current limitations also extend to Facebook ad approvals, and even approvals for AR filters, which have also been delayed due to reduced capacity.

Facebook CEO Mark Zuckerberg recently outlined the company’s rough plans to get back to full capacity, noting that:

“We will require the vast majority of our employees to work from home through at least the end of May in order to create a safer environment both for our employees doing critical jobs who must be in the office and for everyone else in our local communities. A small percent of our critical employees who can’t work remotely – like content reviewers working on counter-terrorism or suicide and self-harm prevention, and engineers working on complex hardware – may be able to return sooner, but overall, we don’t expect to have everyone back in our offices for some time.”

The return of moderators will enable better operational capacity in these key areas, though the threat of COVID-19 remains, and Facebook will need to take a cautious approach, while also seeking to motivate more staff to come back into the workspace.

From an external user perspective, that’s helpful. For the moderators themselves, maybe less so.



Meta Announces New Ad Options for Facebook Reels Which Could Facilitate Creator Revenue Share



Meta Announces New Ad Options for Facebook Reels Which Could Facilitate Creator Revenue Share

Meta sees Reels as ‘the future of video’ on its platforms, with engagement with short-form content being one of the only positive growth trends across its apps at present.

Whether that’s due to more people looking to watch Reels, or Meta pumping more of them into feeds, is another question – but clearly, Meta’s keen to double-down on Reels content, which also means that it needs to offer Reels creators greater revenue share, in order to keep them posting.

On this, Meta has today outlined some new Reels ad options, which will provide more capacity for brands to tap into the format, while also, ideally, providing a pathway to revenue share for top creators.

The first new option in testing is ‘post-loop ads’ which are 4-10- second, skippable video ads that will play after a Reel has ended.

As you can see in this example, some Facebook Reels will now show an ‘Ad starting soon’ indicator as you reach the end of a Reel, which will then move into a post-loop ad. When the ad finishes playing, the original Reel will resume and loop again.

As noted, it could be a way to more directly monetize Reels content, though the interruption likely won’t be welcome for viewers, and it’ll be interesting to see what the actual view rates are on such ads. It’ll also be interesting to see if Meta looks to attribute those ad views to the original Reel, and how that could relate to revenue share for Reels creators.

The option is only in early testing, so there’s not a lot to go on at this stage.


Meta’s also testing new image carousel ads in Facebook Reels – horizontally-scrollable ads which can include up to 10 images that are displayed at the bottom of Facebook Reels content.

Meta ads update

These promotions will be directly linked back to individual Reel performance, and could provide another monetization option for creators, while also enabling brands to tap into popular clips. TikTok offers a similar ad option in its tools.

On another front, Meta’s also giving brands access to more music options for their Reels, with new, ‘high-quality’ songs added to its Sound Collection that can be added to Carousel Ads on Reels.

Meta ads update

Note that these aren’t commercial tracks – you won’t be able to add the latest Lady Gaga song to your ad. But there are some good instrumental tracks to add atmosphere and presence to your promotions.

“Businesses can select a song from our library or allow the app to automatically choose the best music for an ad based on its content.”

I’d probably advise against letting the app automatically choose the best music, but maybe, based on its suggestions, you might be able to find the right soundtrack for your promotions.

Short-form video monetization is the next big battleground, with YouTube recently outlining its new Shorts monetization process, and TikTok still developing its live-stream commerce tools, as a means to facilitate better revenue share. Inserting ads into such brief clips is challenging, especially in a user-friendly way. But the platform that can get it right stands to win out, by providing direct creator monetization, based on content performance, which will likely, eventually see the top creators gravitate towards those platforms as they seek to maximize their opportunities.

Meta’s new options don’t seem to be a match for YouTube’s new Shorts program, which will allocate a share of total ad revenue to Shorts creators based on relative view counts. But it’s still early days, and no one has the answers yet.

As such, you can expect each platform to keep trying new things, as they work to beat out the competition.  

Source link

Continue Reading

Subscribe To our Newsletter
We promise not to spam you. Unsubscribe at any time.
Invalid email address