Meta, the social media conglomerate, has unveiled its latest initiative aimed at bolstering its presence in Africa with the introduction of monetization tools tailored for Nigerian creators. The move underscores Meta's strategic effort to nurture and retain top-tier talent content creators within its ecosystem, spanning popular platforms such as Facebook, Instagram, and WhatsApp.
During a week-long visit to key African markets, including South Africa, Kenya, and Nigeria, Meta's President of Global Affairs, Nick Clegg, convened with Nigeria's leading creators at the company's Lagos office on Friday.
In a statement released by Nick Clegg, creators in Nigeria can anticipate gaining access to a suite of monetization features, including in-stream advertising and functionalities akin to "Instagram Stars and Gifts" already accessible to creators in other geographical regions.
In 2023, content creators based in the United States, Australia, Canada, and South Korea were among the inaugural beneficiaries of the "Ads on Reels" Meta's monetization program. This performance-driven initiative compensates creators based on the volume of views their reels garner, marking a significant milestone in their ability to monetize their content.
In addition, these tools, which includes ad-revenue sharing, will empower content creators to directly capitalize on their content and engagement with their audience, thereby diversifying revenue streams.
This announcement follows an extensive period of piloting similar programs in various countries in 2023. Meta emphasizes the advantages of adopting a performance-based model to enabling creators to concentrate on producing high quality and engaging contents that resonates with their audience and facilitates organic growth. The company said that after months of testing the program before it rolled it out in those countries.
Furthermore, the introduction of the monetization festures in Nigeria are part of Meta's steadfast dedication to the African continent. By leveraging its substantial and dynamic user base, Nigeria presents a formidable opportunity for Meta to broaden its outreach and influence.
By equipping creators with the means to monetize their content effectively, Meta aims to cultivate a sustainable and vibrant online creative community within Nigeria. The Meta Monetization options and features are expected to be rolled out to Nigerian creators before June 2024.
Lastly, Clegg also addressed Meta's recent milestone of laying down 45,000 kilometers of subsea cables, which made landfall in Lagos and Uyo in February 2024. This discussion was particularly pertinent given the recent incidents of subsea cable damage across Africa, which resulted in slowed internet service and disrupted banking operations in at least two countries, underscoring the critical importance of robust digital infrastructure.