No more NFTs on Facebook and Instagram!

Meta has planned on removing NFT from Facebook and Instagram. According to Stephane Kasriel, head of Meta commerce and fintech, the company is “scaling down” its cooperation with NFTs on Facebook and Instagram. A spokesperson for Meta, Joshua Gunter, confirmed in an email to The Verge that the decision means that Meta will soon stop testing the ability to mint and sell NFTs on Instagram as well as the ability to share NFTs on Facebook and Instagram.

Some product news: across the company, we're looking closely at what we prioritize to increase our focus. We’re winding down digital collectibles (NFTs) for now to focus on other ways to support creators, people, and businesses. 🧵[1/5]— Stephane Kasriel (@skasriel) March 13, 2023

The NFT integrations seem to be one casualty of CEO Mark Zuckerberg’s drive to make 2023 the “year of efficiency,” along with the Reels Play bonus scheme. Yet they were shut down last year along with Meta’s Novi digital wallet and Diem, a cryptocurrency it had backed.

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Through this initiative, creators received substantial bonuses. Many creators received bonuses of over $10,000, with others claiming to receive as much as $35,000 every month. Yet in order for their Reels to be successful, these producers needed millions of views, and Meta was eager to give money away to promote the format.

Given that short videos are currently one of the most popular content types on social media, Meta is certainly attempting to rake in advertising dollars. In addition to showing in-stream advertisements, it also expanded its overlay ads trial to producers in more than 50 countries last year. The corporation gives the designers of both of these ad formats a 55% cut of the profits.

Creators would need incentives to post short videos on Meta’s platforms rather than TikTok or YouTube Shorts since the business is discontinuing bonuses. Facebook has pledged to provide creators with new monetization opportunities so they can make money on Reels.

They are concentrating on modifying and improving these [monetization] technologies for short-form videos this year. To assist more creators in generating ad money for their Reels and to increase virtual gifting via Stars on Reels, we’ll keep expanding our experiments for ads on Facebook Reels, according to Facebook CEO Tom Alison in a blog post.

“The next bottleneck that we are focused on to continue growing Reels is improving monetization efficiency or the revenue that’s generated per minute of Reels watched. Currently, the monetization efficiency of Reels is much less than Feed. So the more that Reels grows, even though it adds engagement to the system overall, it takes some time away from Feed and we actually lose money,” Mark Zuckerbug said.

The program’s cancellation shows that platforms want to stop compensating creators based on how well-liked their short movies are. According to reports, Meta will continue to honor any bonus commitments for a period of 30 days.