Meta Ends Reels Bonus Program — What Creators Need to Know
Why did Meta shut down the Reels Bonus program?
- High cost: The program required billions in payouts worldwide — unsustainable for the long run.
- Focus on ads: Meta wants creators to rely on ad revenue and subscriptions instead of bonuses.
- Business efficiency: The results were inconsistent across markets and creators.
- Push for other tools: Meta is investing in Stars, Subscriptions, and its Creator Marketplace.
Impact on creators
Revenue
Creators who relied heavily on bonus payouts will lose a significant portion of their income overnight.
Content production
Some may reduce Reels output or shift to content types with clearer monetization paths such as long-form videos, courses, or branded content.
Platform competition
Platforms like TikTok and YouTube Shorts may benefit as creators diversify and spread content across multiple channels.
9 strategies creators should implement
1. Diversify across platforms
Don’t rely solely on Meta — expand to TikTok, YouTube Shorts, and other platforms.
2. Use Reels as a marketing tool
Think of Reels as traffic generators for long-form content, websites, or online stores.
3. Launch subscriptions or memberships
Offer exclusive behind-the-scenes content or courses for paying fans.
4. Sell your own products/services
Merchandise, digital products, courses, or consulting services can provide sustainable income.
5. Affiliate marketing & sponsored posts
Collaborate with brands relevant to your audience and be transparent about sponsorships.
6. Optimize for ads
Create engaging content with high retention to increase ad revenue potential.
7. Build a loyal community
Engagement is key — respond to comments, host lives, and create meaningful interaction.
8. Use analytics to guide strategy
Track watch time, retention, and conversions to refine your content plan.
9. Invest in branding
A strong personal brand will help attract sponsors, partnerships, and new opportunities beyond any single platform.
90-Day Action Plan for Creators
Weeks 0–2: Explore alternative platforms and set new revenue goals.
Weeks 3–6: Publish consistent content on at least 2 new platforms.
Weeks 7–12: Launch memberships or test selling digital products; pitch to sponsors.
FAQ
Q: Will Reels disappear?
A: No — Reels remain as a feature. What’s ending is the direct payout bonus program.
Q: How can creators still earn from Meta?
A: Focus on Ads on Reels, Subscriptions, Stars, branded content, and product sales.
Q: Which platforms still offer creator bonuses?
A: TikTok and YouTube Shorts occasionally run incentive programs, depending on region and timing.
