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This is interesting.
Over the past week, select Instagram users were invited to participate in a new survey, which appears to indicate that Meta is considering an option that would allow creators and brands to pay for views, likes or other engagement on the app.
As you can see in this example (presented to me in the app), the survey presents participants with different pricing options for additional engagement in the app.
In this first query, the survey asks whether you would be more inclined to pay $150 to get 600 additional profile followers and 2k messages, or would you rather pay $1150 for more followers and comments.
Which is great engagement and I imagine many brands would be interested in increasing their in-app engagement, especially if it could lead to additional sales.
These are just two of the different package deal options presented in the survey:
Which seems to suggest that Meta may be considering allowing people to pay for followers and engagement.
But that can’t be right, can it? I mean, buying followers is very clearly against Meta’s rules, as stated in hers Community Standards:
Meta also has legal actions taken against various groups for offering paid engagement services, so this is clearly wrong.
So why would Meta ask people if they might be interested in paying for it?
Presumably this is part of Metin’s next attempt at scaling up Target confirmed downloads, focusing on key elements of appeal to users who might pay for an extra boost in its apps. And perhaps Meta has found that it can encourage these types of responses, on average, through the enhanced reach bonuses given to those who pay for the program.
So that’s probably another way to sweeten the deal for Meta Verified subscribers, but it’s also interesting to consider that Meta may have the capacity to provide you with these types of benefits, if it so chooses.
Meta has long believed that it is up to brands and creators to create content that appeals to their audience in order to maximize the performance of their apps. But it’s clear that Meta also has some levers it can pull to at least help with that, and if Meta is thinking about offering these engagement benchmarks at a price, it would need to be sure it can actually achieve them, through its AI targeting and data on answer.
It’s very similar to what it offers with paid ads, and Meta probably views it through the same lens, boosting organic content from paying users to improve their response.
But it also suggests that it’s not all you, that it’s not just your posts and content that will resonate. Does Meta decide to improve your stuff. And if you pay, you can get all the benefits.
We’ve asked Meta for more information about the survey and will update this post if/when we hear back.