Facebook plans to pay out $1 billion to creators over the next year .The initiative is to attract more creators to its platform and utilize creators for its many services.  Creators have different options with Facebook such as getting a cash bonus for running ads on their videos or reaching certain tipping milestones during livestreams. Instagram gives creators opportunity to enabling ads on their IGTV videos, getting tipped in livestreams, or creating popular videos on Reels.

The money is available to creators on an invitation-only basis for now, and new options for making money will be announced later. Facebook indicated it would expand availability to more creators later in the year, launching a “dedicated place for bonuses within the Instagram app this summer and in the Facebook app this autumn.” The initiative is meant to make Facebook “the best platforms for millions of creators to make a living,” Facebook CEO Mark Zuckerberg wrote. The money will be disbursed by the end of 2022.

It’s an aggressive move from Facebook after years of other companies building more compelling locations for creators to build a platform and a business. Facebook already offers some ways for creators to get paid, but the options differ across services. And some features, like Reels, may not pay out to creators at all.

Facebook announced that it wouldn’t take a cut from creators making money with a number of its services until 2023, in another attempt to make the network more appealing.

The company appears to be serious about turning creators into a new source of revenue. With ad issues elsewhere on the platform, direct tipping and payments can offer the company a backup if they grow to a big enough scale — though there’s certainly a long way to go.