Facebook plans to pay creators $1 billion to use its products.

Facebook is setting up a program to pay $1 billion to creators through the end of 2022, Mark Zuckerberg, Facebook’s chief executive, said on Wednesday, part of an effort to woo influencers onto its platforms.

The $1 billion will be allocated among creators of all types, giving influencers an incentive for creating and posting original content to Facebook, the social network said. Influencers will be able to earn money by using specific Facebook and Instagram features or by hitting certain milestones. If a creator live streams on a regular basis, for instance, they can earn cash.

In the past year, an arms race has emerged among tech companies seeking to court online content creators who can generate enormous engagement and bring their young fans and cultural relevance to a platform. TikTok and YouTube have cultivated deep relationships in the creator community by helping creators make money and by building features to serve their needs.

Under Facebook’s new program, which is invitation-only for now, eligible creators will see alerts encouraging them to join the effort when they open the app. Facebook said it plans to create a dedicated place for creators to track their bonuses on Instagram and Facebook by the end of the year.

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