(jaunty music)
- On July 9th, I posted this.
You don't pay creators and you don't even reward them
with good exposure anymore.
And then on July 14th, only five days later,
this was announced
(film reel clicking)
(jaunty music stops abruptly) (jaunty music starts abruptly)
Coincidence.
(jaunty music)
I don't know.
But I'm going to take all the credit.
So it looks like Mark Zuckerberg has finally listened
to us creators who have been like,
finally, please pay us.
And he's like, you know what,
I'm going to give you a small portion
of my trillion-dollar empire
to all you guys, as a thank you for like, you know,
making my app what it is.
Okay, so I want to clarify something.
I am very happy that Instagram is finally paying creators.
It's a good thing, but it's not good enough.
And that is the basis of my thesis in my rant today.
But before we get into it, I recently
just hit 500,000 subscribers on YouTube.
Woo-hoo. - Woo!
- And we are doing a massive giveaway to celebrate.
I am giving away this.
A Sony A73 with a kit lens,
plus $10,000 worth of other prizes.
So if you guys want to win this or the other prizes
link below in the description, you can sign up for free.
Also, if the contest has ended
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if you just go and sign up for my newsletter,
you get free digital assets like presets.
Win, win, win, link's below.
So good old Mark Zucker-borg over there.
(duck quacks)
Has mentioned that he wants to be extremely transparent
with the rollout of these initiatives,
but through hours and hours of our research,
I can not find a breakdown of how this billion dollars
is going to be allocated.
Plus, all the articles
(film reel clicking) kind of mentioned Instagram
at the forefront of all of this creator incentive,
but really it's Facebook and Instagram
that is getting this money.
So it's more or less $500 million for each app.
So Facebook and Instagram have a lot
of competition right now.
This is something that they're extremely aware of.
And that's why they have so many competing products
and companies that they've created.
So for Instagram, you have reels, stories, IGTV,
lives and shopping.
And then on Facebook, you have Facebook Watch.
You've got stories there as well.
Does anybody watch Facebook stories?
I don't watch.
It's there though, which is interesting.
You have, audio rooms,
which is another very familiar product.
Clubhouse.
You have Oculus, which is VR.
VR is gonna be a really big thing in the next little while.
You have bulletins are investing in blogs again.
Blogs are back, baby.
And then you have gaming and live streaming,
which is competing with Twitch.
So like I said, through our research,
I have really no idea where all this money
is going to be allocated.
We can assume it's going to be spread out over all the
products that I just listed between
both Instagram and Facebook.
And it's not going to be directly going
into the pocket of creators.
So the title of this video mainly focused on Instagram,
let's get back to Instagram.
So what are the ways that you can get paid
by Instagram right now as of like August 2021?
Starting with reels.
There's different incentives for reels.
There's going live on IG, there's IGTV.
So the creator program right now for Instagram
is very much in an incentive phase.
So they're very aware that like,
no one really likes their app
and a lot of people are moving onto other apps.
So they're literally dangling money,
being like come back here.
If you use IG live, which you never use,
We'll pay you some monies.
So there's two sides to this whole,
getting paid by Instagram thing.
So number one, finally,
we're being compensated to create content.
That is a good thing.
But number two, Instagram makes all the rules
on how you get paid.
So if you're into photography, well,
you're most likely not going to get paid
because they are very much pushing lives, reels and IGTV.
So unless you want to become an IGTV-er,
too bad, because he who has the gold makes the rules.
So you either you catch this wave or you get left behind,
if money is important to you.
So one of the things that really bothered me
while I was doing my research was the constant
use of the language bonuses and milestones.
This came up everywhere.
And the thing that bothers me about this
is that that really translates into caps
for certain payouts.
So let's say you make a bomb ass piece of content,
it performs really, really well, it gets millions of views.
You might be capped at how much money you can actually make.
When you take away the incentive to sell, or in this case,
the incentive to make great content,
the quality of the content suffers, and the experience
for the end user just kind of sucks.
So IGTV is doing a rev share program,
which is similar to what you see on YouTube,
which is a good thing.
But like, it's IGTV.
I don't I think anyone aspires to be an IGTV-er.
Do you?
Oh, did you see the latest episode of cool things on IGTV?
Probably not because no one watches it.
And then this part, truthfully,
just rubbed me the wrong way.
I read this quote from Mark Zuckerberg,
I'm going to read it to you right now.
"We want to build the best platforms for millions
of creators to make a living.
So we're creating new programs to invest over 1 billion,
to reward creators for great content
they create on Facebook and Instagram through 2022."
This is like classic PR.
It sounds so great.
Everyone's like, oh my god, we're finally getting paid.
But let's break down those numbers.
Now I'm very aware that Facebook and Instagram
are available worldwide.
And the average living cost worldwide varies
from country to country.
But to keep it easy because the majority
of my audience is American, let's just stick to the U.S.
So the average living cost in the United States,
the average is $61,224 per year.
(cash register dings)
That's what you need to make a living in the United States.
So let's just take $1 billion.
1 0 0 0 0
0 0 0 0 0,
1 billion,
divided by
$61,224.
Living wage 16,333 jobs in the United States.
Remember Zuckerberg, when you said,
"I want millions of creators
to make a living." (duck quacks)
Now, I'm very aware I'm going to be devil's advocate
in this situation.
This is an investment, it's not going to creators
to make a living.
This is investment into infrastructure
and other things that will make creators more money.
It's not just you handing the money over.
That being said, this investment will probably make you
drastically more money than it will pay out creators.
It really doesn't take much to read between the lines
and see that this is just a strong PR move
to make Facebook look good.
And I know content creators are like,
woo, we're finally getting paid.
- Woo!
- But the reality is that it's not enough to make a living.
Moving on to you Zuckerberg, I'm speaking to you right now.
Your company made $86 billion in revenue last year.
You dedicated 186 of your revenue
towards content creators,
which are ultimately expenses and write-offs anyways
for your business.
But truthfully, that means you will probably,
most likely make over $100 billion next year.
Which still it means that you only give us
one one-hundredth of that money.
1%.
Honestly, we lift your app up,
I think we're worth more than 1%.
Zuckerberg, I see your gesture.
It's nice.
It's just not good enough.
And that is my problem with
this whole paying creators incentive.
It's just not good enough to make a living.
All right, guys, if you enjoy this rant,
please press like so that Muck, Muckerzerg. (chuckles)
Muckerzerg, Zucker-borg sees my video.
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Peace out!