Facebook Tests £9.99 Monthly Subscription for Sharing More Than Two Links
Facebook is exploring a new monetization strategy by testing a monthly subscription that limits users to sharing only two links in their posts. For those wishing to share beyond this limit, the subscription fee is set at £9.99.
Key Details of the Subscription Model
– User Notifications: Selected users in the UK and US have received notifications indicating a restriction on the number of links they can include in Facebook posts without subscribing.
– Purpose of the Test: Meta describes this as a limited test to understand whether the ability to publish an increased volume of posts with links adds additional value for subscribers.
– Expert Insights: Social media specialist Matt Navarra notes that the initiative reflects Meta’s efforts to monetize more aspects of its platforms. This isn’t just about verification; it’s about bundling essential features behind a subscription, he explained to the BBC.
The Implications for Creators and Businesses
– Access to Growth: For creators and businesses, this indicates a shift in how Facebook can contribute to their growth strategies. If Facebook is part of your traffic strategy, that access now comes with a price tag, Navarra added.
– Content Distribution: This move signals that Meta is not only charging for traditional features like the blue tick but now also for basic content distribution capabilities.
Comparisons with Other Platforms
– Industry Trends: Alongside platforms like LinkedIn, Meta has encouraged users to verify their accounts, unlocking more features in the process. Twitter, under Elon Musk’s leadership, has undergone a similar transformation, with its blue verified ticks available only to paying users.
– Controversy and Regulation: These subscription models have faced scrutiny, with the EU imposing a €120 million (£105 million) fine on Twitter for its practices. Following this trend, Meta introduced its verification scheme and plans to implement a community notes tool to flag misleading information.
The Reality of Content Marketing on Facebook
– Challenges for Users: This subscription trial primarily affects users in professional mode or those managing Pages on Facebook. Many content creators rely on these tools to enhance their outreach and analyze user engagement.
– Market Caution: Navarra points out the stark reality that Facebook is no longer an ideal traffic engine. Meta’s approach seems to be pushing creators away from relying on the platform for substantial growth, reminding users that Meta will always optimize for Meta, first.
This subscription test represents a critical shift in Facebook’s functionality and users’ reliance on the platform. The transition towards monetization underscores the necessity for creators to diversify their traffic sources and not become overly dependent on any single platform’s goodwill. As these trends develop, staying informed and adaptable will be key for success in the evolving social media landscape.