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Meta Adds New, Exclusive Content Options for Paying Subscribers to Help Creators Build their Audiences

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Meta Adds New, Exclusive Content Options for Paying Subscribers to Help Creators Build their Audiences

Meta’s looking to improve its monetization and community-building tools for creators, with new subscriber-only features that will better incentivize users to sign-up and support creators via subscriptions.

First off, Meta’s launching new Subscriber Chats, which will enable creators to host exclusive chat sessions with up to 30 people at a time, providing a more intimate and enclosed space to help build community.

As you can see in these images, Subscriber Chats will be activated via a new “join chat” sticker from your Facebook or Instagram story, which will invite users into an exclusive session to glean more insight, and maintain connection.

As explained by Meta:

Subscriber chats, powered by Messenger, can be created directly from your inbox or story and end automatically after 24 hours, so you can maintain balance and decide when and how you engage with your subscribers.”

It could be a good way to help build your subscriber community, and provide more value for those following your profile. Worth noting, too, that Subscriber Chats will be enabled for both subscriber and regular stories, which will expand the potential use cases for the tool.

On another front, creators will also now be able to create exclusive posts and reels for their subscribers only, which will live on their profiles.

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Meta exclusive content tools

As you can see in these images, subscriber posts will now live in a separate tab on creator profiles, while they’ll also be displayed with a purple crown badge to signify that they can only be seen by subscribers.

Meta added exclusive Stories and Live broadcasts back in January, with these new additions providing another means to share unique content with your paying audience.

“While exclusive stories and live allow you to connect with subscribers in the moment, we know that content that lives on your profile is an important way to attract new subscribers and retain your community. Now you can create a world of exclusive content, from saving your subscriber lives, to sharing feed posts and reels, knowing that your community can easily find it as soon as they subscribe.”

The new options will provide more ways to add value to your subscription offerings, which could help to generate more interest in your paid content.

As with all platforms, Meta is now working to provide better monetization potential for creators, in a bid to get more of them spending more time in its apps, and relying on Instagram, in particular, as a key platform for connecting with their audience.

The longer term view for Meta is that it will need creators to fuel its metaverse shift, by building new digital worlds to attract more users. But right now, the key focus is on building monetization potential in order to win creators away from TikTok and YouTube.

TikTok is still developing its monetization tools, and could be vulnerable in this respect, and both Meta and YouTube are working to exploit this where they can by sweetening their deals, and adding new functionality, to better incentivize paying subscribers.

These new options provide more considerations on this front, and they could be valuable additions in winning over more paying members.

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Meta Launches New Reels Features, Including Stories to Reels Conversion and Improved Analytics

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Meta Launches New Reels Features, Including Stories to Reels Conversion and Improved Analytics

As it works to latch onto the short-form video trend, and negate the rising influence of TikTok, Meta has announced some new updates for Reels, across both Facebook and Instagram, including additional Reels insights, the expansion of the ‘Add Yours’ sticker, and ‘auto-created’ Reels clips. Yes, automatically created Reels videos.

Here’s how the new additions work.

The main addition is the expansion of the ‘Add Yours’ sticker from Stories to Reels, providing another way to prompt engagement from other users via Reels clips.

As you can see in these example images, you’ll now be able to post ‘Add Yours’ questions via Reels clips, while you’ll also be able to view all the various video responses to any prompt in each app.

It could be another way to spark engagement, and lean into the more interactive ethos of the short form video trend. Part of the appeal of TikTok is that it invites people in, with the participatory nature of the app essentially expanding meme engagement, by making it more accessible for users to add their own take.

Meta will be hoping that the ‘Add Yours’ sticker helps to facilitate the same, prompting more engagement with Reels clips.

Next up is auto-created Facebook Reels, which, as it sounds, will enable users to automatically convert their archived Stories into Reels clips.

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Reels updates

As you can see here, you’ll soon see a new ‘Create from Your Story Archive’ prompt in the Reels creation flow, which will then enable you to convert your Stories into Reels clips.

So it’s not exactly wholly automated Reels creation, as it’s just flipping your Stories clips into Reels as well. But it could provide another, simple way for users and brands to create Stories content, utilizing the video assets that they already have to link into the trend.

Worth noting that Meta also recently added a tool to convert your video assets into Reels within Creator Studio.

Meta’s also expanding access to its ‘Stars’ creator donations to Facebook Reels, which is now being opened up to all eligible creators.

Stars donations in Reels

Meta initially announced the coming expansion of Stars to Reels back in June, which will provide another critical monetization pathway for Reels creators. Short form video is not as directly monetizable as longer clips, where you can insert pre and mid-roll adds, so add-on elements like this are key to keeping creators posting, and fueling an ecosystem for such in its apps.

Stars on Reels will be available all creators that have maintained at least 1,000 followers over the last 60 days.

Meta’s also adding new Reels performance insights to Creator Studio, including Reach, Minutes Viewed, and Average Watch Time.

Reels updates

That’ll provide more perspective on what’s working, and what’s not, to help optimize your Reels approach – which could be especially valuable in the coming holiday push.

Lastly, Meta’s also expanding some Reels features that were previously only available in Instagram to Facebook as well.

Crossposting from Instagram to Facebook is now available to all Instagram users, while Meta’s also expanding its Remix option to Facebook Reels also.

Reels updates

As noted, Reels has become a key focus for Meta, as the short-form video trend continues to gain traction, and TikTok continues to rise as a potential competitor. By replicating TikTok’s main elements, Meta’s working to negate its key differentiation, which could ensure that more of its users don’t bother downloading a new app, and just stick with its platforms instead.’

Which, whether you agree with that approach or not, has proven effective. Reels content now makes up more than 20% of the time that people spend on Instagram, while video content, overall, makes up 50% of the time that people spend on Facebook.

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Meta additionally notes that it’s seen a more than 30% increase in engagement time with Reels across both Facebook and Instagram.

Meta doesn’t need to ‘beat’ TikTok as such (as much as it would like to), but it does need to dilute its significance if it can, and make it less appealing for users to have to start yet another new account, and re-build their friends list.

That’s why it’ll continue to replicate TikTok at every turn, because millions of people are currently not going to TikTok because of the presence of Reels in its apps.  

You can learn more about Meta’s new Reels updates here.

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