CNBC talked with ten online creators and small business owners who practice Facebook, its Instagram or WhatsApp services, or a mixture of all three. Each of their expected losses throughout Facebook’s blackout varied from a few hundred dollars to over $5,000 from sales, affiliate links, sponsored posts, and product launches.
It’s a display of just how notable Facebook’s influence is over the online economy. Even a tiny interruption means losses for people who rely on Facebook services. But a record six-hour outage is even more dangerous.
Zuckerberg’s Venture Into Creators and Small Businesses
Facebook’s vice president of infrastructure Santosh Janardhan apologized for the mass blackout in a blog post late Monday. Janardhan accused configuration changes on the backbone routers of taking services down but did not define what changes occurred.
More than 200 million businesses actively handle Facebook’s tools. Various content creators depend on Instagram for sponsored posts, affiliate links, and sales revenue. Moreover, the interruption happened as CEO Mark Zuckerberg, and Facebook made an aggressive push to incentivize and woo creators from different platforms. These include TikTok, Snapchat, and others.
Last year, Instagram started a short-length video feature named Reels to compete with TikTok. Zuckerberg lately said the company would pay out $1 billion within 2022. Facebook will pay users who generate content for Facebook and Instagram. Facebook also stated it won’t cut from creator features like online events and fan subscriptions till 2023. It will publish new ways to make money on Instagram in April.
Moreover, Facebook and Instagram should allow something like double exposure to those who prepaid for posting on Monday. This was a statement from Michael Heller, CEO and founder of Talent Resources, a marketing agency that deals with influencers.
Most companies and influencers with campaign posts prepared for Monday pushed to Tuesday or even Friday in a state of glitches, told Alexa Vogue, vice president of brand partnerships at TTPM Influencer Talent Management. She replies that an interruption on YouTube or TikTok, where her clients get paid per view, would have created more financial damage.