Zuckerberg Lays Out Plans for New Revenue Tools for Instagram Creators, and Improved Brand Promotional Offerings


Facebook is planning to add more tools to help Instagram creators earn money from their efforts, included creator shops, new Branded Content promotional deal frameworks, and an improved influencer marketplace to connect users and brands.

The new outline was shared by Facebook CEO Mark Zuckerberg in a live-stream chat with Instagram chief Adam Mosseri, in which they discussed the evolving creator economy, and Facebook’s efforts to establish a more welcoming process, particularly for the emerging “creator middle class”.

According to Zuckerberg, Creator Shops would be similar to its existing Instagram and Facebook shops for eCommerce but would be open to a broader range of users, aside from just business accounts.

“We see a lot of creators setting up shops too, and one part of being a content creator business model is you create great content, and then you can sell stuff, and so having creator shops is awesome,” Mark Zuckerberg said.

YouTube offers similar creator tools on this front, including a product ‘shelf’ to highlight branded merchandise to video viewers, and tools like ‘Live Alerts for Merch’, which highlight products within live-stream comments.

Instagram now looks to be headed in a similar direction, with added promotional tools to provide more ways for creators to better establish audience connection and generate more income from their efforts.

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Zuckerberg also noted that they’re looking to establish a new, integrated ad offering, which would enable creators to get paid directly for promoting products within the app.

At present, most brand/creator deals are established off-platform, and without Instagram or Facebook’s involvement, but Facebook appears to be looking to improve on that, by providing a new, built-in framework for revenue share, which could simplify brand partnerships, and again, provide another, more established source of revenue for creators.

And by removing the sometimes difficult negotiation process, that could see a lot more creators looking to take on brand deals, and linking up better, more lucrative partnerships as a result, working on established, comparable commission rates, as opposed to flying blind with their own, independent arrangements. 

And finally, Zuckerberg also noted that Instagram’s working on an improved branded content marketplace that would seek to match relevant brands and creators for promotions.