At the first Instagram and Facebook Creator Week event, chief executive Mark Zuckerberg introduced a way for Instagram influencers to earn commissions for recommending or promoting products that lead to online sales. Zuckerberg had announced the previous day that Facebook would not take a cut from creator revenues until 2023, at which point its share would be less than 30 percent, the amount Apple and other platforms collect. “Our goal is to be the best platform for creators like you to make a living,” he said.
Variety reports that the “native affiliate tool that will let creators earn commissions for purchases made by followers based on their recommendations” will launch as a test with a “small group” of U.S. creators and businesses, “including Benefit, Kopari, MAC, Pat McGrath Labs and Sephora.” In the program, “sellers set their own commission rates, and affiliate posts will be labeled ‘Eligible for Commission’ so users know their purchase will support the creator.”
Instagram will also let creators with their own product lines “link their shop to their personal profile in addition to their business profile” so that they can “display and sell their products directly to fans.” Singer-songwriter Kacey Musgraves, who has 2.1 million followers, praising Instagram’s “tight-knit community,” said that “with the addition of my shop on my profile, fans can seamlessly browse all the fun little things I’m constantly dreaming up right there on the app.”
By the end of 2021, Instagram creators will be able to “set up a new shop with exclusive product launches by linking their account with one of the service’s four merchandise partners: Bravado/UMG, Fanjoy, Represent and Spring.”
Facebook will also allow creators to “make extra money for hitting certain milestones when using Instagram Live’s Badges and Facebook’s Stars digital-tipping features (but the company didn’t specify exactly what those milestones are).”