The era of courting creators has resumed, as Meta and TikTok have announced new initiatives aimed at luring top creators to their apps and pairing them with affiliate marketing opportunities.
Meta is launching a new video series, said to help debunk myths and misconceptions that creators might have about Facebook and the opportunities available on the app.
The new series will be presented by a range of creators who have been able to achieve success on Facebook, and will provide tips and notes on how to maximize your creator presence in the app.
According to Meta:

In the first reel of this series, Shaniece Brown, aka 'NeeNee On YoTV', shares how using Facebook's Professional Mode has been helpful to her creator journey, growing her audience to over 285K followers, and how it can be helpful for other creators looking to grow their presence.

The first video in the series is a pretty basic overview, but it's another step in Meta's push to get more creators posting more often in its apps, by showing not only how you can post, but how you can optimize your approach, and ultimately make money, via the 'creator economy', which may or may not be a real thing.

And with that, Instagram also started a new prompt to make brand sourcing of relevant UGC even easier in the app.
That could offer another new form of monetization for the creator, by unlocking more prospects where they can come onto a brand's radar, such as after tagging them in a post.

Currently, on TikTok, there's a new program working in cooperation with a select set of creators to connect brands directly with the influencer content. As reported by Lia Haberman, through this program, participating creators can post videos based on the brand brief.
According to Haberman:

"Creators are bringing in as much as $34,000 per month just for creating UGCs such as Uber Eats and Zynga with Alibaba and even TikTok through a creator fund, according to a beta program member in Creative Challenge." In fact, the "creators are buying houses with the amount of money they're making from UGC," says one beta program member.

The initiative gives brands another way to get better, native TikTok content while also providing another monetization pathway for top stars in the app.
Which TikTok desperately needs. The results of its Creator Funding programs thus far have been mixed, while it still doesn't have an equitable ad revenue share program to incentivize users. Facilitating brand deals is likely its best way forward on this front – though limiting the program to selected creators may also lead to issues with scale, and maximizing opportunities.

These projects are the latest from each app to ensure that it pays the creators, with the goal of keeping those creators posting, while giving a brand a more organic way to get into the conversation, which is particularly important in the short-form video space in particular because creating standout video clips is not easy at all, and users, in general, tend to be much more aware of all the latest trends and tricks than brands.

With literally seconds of attention work with, the details matter, and enlisting talent that already understands the best tricks and tactics is a far faster, and cheaper, development pipeline than relying on in-house staff.

These new initiatives will bring more opportunity, but is it enough to keep most users in each app?