Meta unveils new monetization tools on Instagram and Facebook, including a marketplace on Instagram where brands can discover creators and pay them for content
Meta CEO Mark Zuckerberg announced today that the company is rolling out more ways for creators to make money on Facebook and Instagram … Facebook: Mark Zuckerberg . Tweets: @verge See also Mediagazer Facebook: Mark Zuckerberg : Rolling out more ways for creators to make money on Facebook and Instagram Tweets: @verge : Facebook and Instagram won't take a cut from creators' revenues until 2024 https://t.co/Fgc4lz5qea https://t.co/bsWsd4g0S3 See also Mediagazer
Context & Ripple Effects
The marketplace Zuckerberg teased in April 2021 — a way for brands to discover creators and pay them directly on Instagram — is now shipping, alongside broader monetization tools across Facebook and Instagram. It lands mid-way through Meta's creator push: the company pledged in July 2021 to pay $1B to creators by end of 2022, has since tested NFT sharing without fees, and says it will take no cut of creator revenue until 2024.
The sequencing matters: Meta is subsidizing the supply side first, then plans to monetize it. Later coverage shows the playbook continuing, with affiliate marketing tools and shopping features layered onto the same creator rails.
First-order effects
- Brands gain a native discovery-and-payment channel inside Instagram, letting them source sponsored content without leaving the app — and creators get a direct pipeline to paid brand deals rather than relying on DMs and external contracts.
Second-order effects
- Because Meta takes no revenue share until 2024, agencies and third-party influencer marketplaces lose their fee-based middleman role for deals closed in-app, while rival creator platforms face pressure to match zero-cut terms to keep talent from consolidating on Meta's apps.
Third-order effects
- If the pattern holds, Meta converts its free reach into a transaction layer: once the 2024 fee holiday ends, sponsorships flow through platform-owned marketplaces with a take rate, shifting creator-economy economics from ad-rent extraction to commerce-style commissions.
The trend: Social platforms are building native brand-to-creator marketplaces to capture sponsorship spending inside their own walls before charging for it.