BY: Mustapha Lawal
Information is the new oil!
Every content creator (social media user) is actively searching for the next viral piece of content that will make them “blow” – expand their reach and influence. The search has become even more intense with content monetisation opportunities on various social media platforms.
Content monetisation involves content creators earning money through content consumption. The earnings come directly from consumers (users through subscription and access fee model) or a third party that markets products through the content.
In this age where information is a commodity, how social media platforms choose to monetise content can have profound implications for the integrity of the information within the digital ecosystems.
Social media significantly contributes to spreading information due to its broad usage and quick information distribution.
Misinformation is a global problem with serious social and political consequences. But why does it spread so easily? According to this research published by Yale Insights, the answer is how some social media platforms, like Facebook, reward users.
The platform algorithm encourages sharing content that grabs attention and boosts social status.
Once users develop these sharing habits, they automatically respond to what catches their eye, often ignoring whether the news is true or aligns with their beliefs.
Facebook Monetisation Expansion
Recently, Meta announced plans to expand its content monetisation features in Nigeria and Ghana, allowing more creators to earn money through the platform.
This will enable creators to incorporate in-stream ads into their original videos, earning from an image, pre-, mid-, and post-roll ads. Facebook Ads on Reels will also allow creators to monetise their short-form content, rewarding them based on the performance of their reels.
While this move is undoubtedly appealing to many content creators, it is expected to boost the digital economy in Nigeria and Ghana, providing creators with the tools to monetise their content and reach a broader audience.
However, it raises serious concerns about the potential for increased misinformation as researchers have asserted: “Visual misinformation is widespread on Facebook – and often undercounted”. Furthermore, It was said that the correlation between monetisation incentives and the spread of false information is alarming.
…content creators-engagement trap
Facebook’s monetisation strategy is solely built around engagement. The more views, likes, shares, and comments a piece of content receives, the more money its creator can make. This model incentivises creators to create content that has the potential to gain the highest levels of engagement.
Unfortunately, sensationalism, outrage, and fear (all of which are what makes misinformation thrive) often drive engagement more effectively than factual, balanced reporting. As a result, creators may be tempted to prioritise sensational or misleading content to boost their earnings.
Behind the scenes of social media platforms, algorithms play a crucial role in determining the content users see in their feeds. However, these algorithms might favour sensational, divisive, and attention-grabbing content. Consequently, fake news that generates buzz and outrage is often amplified, reaching a wider audience and overshadowing credible information.
This prioritisation of content can have significant implications for society, as it can erode trust in legitimate sources of information and contribute to the spread of misinformation and disinformation.
For example, during the COVID-19 pandemic, misinformation about the virus and vaccines proliferated across social media platforms, leading to real-world harm. If creators can profit from such content, the spread of harmful misinformation could intensify. The challenge is that algorithms designed to maximise engagement do not inherently distinguish between accurate information and falsehoods; they simply promote what gets clicks and shares.
The spread of misinformation is not a new phenomenon, but content monetisation will further deepen the reach and impact of the issue. By creating a direct financial incentive for high-engagement content, Facebook’s model may reward those who spread false or misleading information. This is particularly concerning in the context of politically charged or health-related content, where misinformation can have dire consequences.
The Role of Accountability and Ethical Considerations
Facebook has implemented measures to combat misinformation, such as fact-checking partnerships and content moderation. However, these efforts often lag behind the rapid spread of viral content. Moreover, the effectiveness of these measures is limited by the huge volume of content uploaded to the platform every second.
One potential solution is to integrate more robust fact-checking mechanisms into the monetisation process. For instance, Facebook could require that content creators undergo training in media literacy and ethical reporting as a prerequisite for monetisation. Additionally, content flagged as misleading or false by fact-checkers could be demonetised, reducing the financial incentive to spread misinformation.
As Facebook continues to evolve its monetisation strategies, it must prioritise ethical considerations alongside financial goals. The company has a responsibility to ensure that its platform does not become a breeding ground for misinformation. This involves not only refining algorithms and moderation practices but also rethinking the incentives that drive content creation.
Platforms like Facebook hold enormous influence over public discourse. By fostering an environment where truth and accuracy are valued over sensationalism and falsehoods, Facebook can help mitigate the spread of misinformation. However, this requires a concerted effort to balance profitability with the public good, ensuring that the pursuit of engagement does not come at the expense of truth.
Conclusion
Facebook’s content monetization plans hold great promise for empowering creators and fostering innovation. However, without careful oversight and a commitment to ethical practices, these plans could also fuel the spread of misinformation. To ensure that its platform plays a positive role in the digital era, Facebook can make a significant step by reevaluating its incentives and incorporating rigorous fact-checking mechanisms into the monetisation process.
This article was written as part of FCA’s series on Countering Misinformation and Disinformation in Africa
Editor: Habeeb Adisa
