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Facebook is rolling out Patreon-style subscriptions for a small group of creators

Facebook is rolling out Patreon-style subscriptions for a small group of creators

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Illustration by Alex Castro / The Verge

Facebook is investing in its creator community in an attempt to get them to make content for the social network. The company announced multiple new creator features today, including the ability for fans to support creators with monthly payments. Fans will receive exclusive content as a reward, as well as a new badge that shows their support. Top fans can also display the badge based on how often they comment, share, react, or watch a creator’s content, but they have to opt-in to this experience.

In addition to the fan sponsorships, Facebook is making it easier for brands to sponsor a creator’s work. The company says creators can set up a portfolio highlighting their area of expertise, and advertisers will be able to search and find creators to collaborate with on branded content campaigns. All these new features will be tests at first and are not rolling out widely just yet.

The fan support model is most interesting to me and sounds a lot like Patreon or Kickstarter’s Drip. Earlier this year, Facebook adjusted its algorithm to prioritize updates from users’ direct networks and friends, as opposed to publishers. Still, the company seems to have an interest in making sure quality content that feels personalized and intimate makes its way to the platform.

These creators are probably creating pet and mom content, not breaking stories about Russian elections or President Trump’s tweets. I imagine Facebook wants to stay away from the more serious news posts that have tainted the platform’s news cycle over the past year, and these are the types of creators it could attract with Patreon-style partnerships.

Facebook probably wants to chip away at other creator platforms, like YouTube and Twitch, as well. Presumably, creators will follow the money and will go wherever they can best connect with fans while netting the most cash.