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Best practices for driving engagement in

the Performance bonus program

Only a select group of creators are invited to the Performance bonus

program at this time.

The Performance bonus program is an invitation-only program that

gives creators thechosen
Help opportunity to earn money on reach and interactions
for you
on their eligible public Facebook posts, excluding reels and stories.
Here are a few best practices so you can set yourself up for success
with the Performance bonus program.
Performance bonus program best practices

While there’s no single formula for success, there are some best
practices to consider for the Performance bonus program. In general,
creators should focus on consistently producing original content that
engages their followers.

You should feel free to experiment with additional tactics not listed
here. Only pursue strategies that feel authentic to you and your
audience. Ultimately, you know your content and fans best.

Make original content to drive stronger earnings and get your

content seen. Creators receive the greatest distribution of their
content and payouts from the Performance program when they
post content that is created by them. Original content contains
your unique voice and demonstrates the unique perspective
you bring to Facebook. Original content is distinctive, engaging,
and what fans prefer. Creators won’t receive strong payouts for
unoriginal content, or content that they themselves have not
created. For example, a meme sourced from another creator is
not original. However, a post with the same amount of reach
and interactions featuring original content will have a stronger
payout. Publishing unoriginal content also violates Facebook’s
Content Monetization Policies, and could result in creators
being removed from the Performance bonus program. Learn
more about content originality on Facebook

Focus on audience reach. Reach is defined as the number of

people who saw your post at least once, and it has the most
impact on earnings from the program. While the Performance
program pays creators for multiple forms of interaction on their
posts, reach is the most influential in driving payouts as
opposed to other forms of engagement, such as comments or
reactions. Creators hoping to maximize their earnings from the
Performance program should focus on publishing content that
has meaningful reach.

Produce meaningful content for your followers. Meaningful

refers to fans spending more time viewing the post and/or
engaging with it in other ways, such as commenting or reacting.
Growing and engaging your followers is a powerful lever for
driving reach and earnings from your content. Creators are
most strongly rewarded in the Performance program for
content that draws strong reach and engagement from their
followers, and not other audiences such as Groups.

Get recommended to potential new followers. One way to

boost your following is to have your content included in
recommendations. To be eligible for recommendations,
creators should make sure their content complies with our
integrity rules and guidelines for recommended content. These
guidelines outline what we will and won’t recommend to people
who aren’t already your followers.

Post content consistently. The more consistently you publish

content, the more chances there are for engagement with that
content. The amount of content you can post will vary
depending on the amount of time you can devote to content
creation. Aim for at least several posts per day, and monitor the
impact that publishing more content has on your earnings. For
example, if you currently post 1-2 times per day, try publishing
3-4 or more posts per day and note the impact on your
earnings.

Consider your cadence for posting. It’s likely going to be more

effective (and appreciated by your audience) to publish content
throughout the day rather than all at once. Use post scheduling
and a content calendar to help simplify this process and save
time.

Optimize for audience engagement. Make content that other

users want to engage with and talk about. Spark meaningful
dialogue, respectful discussion and attract more likes and
reactions.

Use a variety of formats. A wide variety of content types are

eligible for the Performance bonus program. If you don’t
already, try publishing in different formats to open up more
opportunities for engagement with your audience. For example,
if you’re currently a creator who produces long-form
instructional recipe videos, consider publishing photos of the
finished dish or preparation process or a detailed text post with
the recipe. In a small amount of additional time, you could likely
publish many pieces of content.

Monitor content insights. Understanding your content

performance will help amplify the impact of the other best
practices. Insights are available in Creator Studio, Meta
Business Suite and the Professional dashboard. Build an
understanding of what topics, content formats, publication
timing and other characteristics are driving the most
engagement with your audience. Once you have a good
understanding of what resonates with your audience, focus
your efforts on what’s working.

Interact with your audience regularly. Encourage audience

feedback with your content by interacting on posts.
Responding to comments can help drive future engagement.
When you do, you’re not only gaining valuable feedback on your
content, but generating engagement that’s rewarded through
 the Performance bonus program.

Learn more

Best practices for optimizing video

Best practices to connect and engage with your audience

Fan engagement 101: Best practices to connect and engage

with your audience

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