Why doesn’t Facebook reward users?

1. the user model of Facebook and Youtube are different.

The user model of Youtube is typically star shaped, meaning that through a relatively scarce amount of Youtube celebrity, the site can cling to thousands of ordinary users. By rewarding singular video maker, a lot of other subscribing users interested in that field could enjoy the benefit.

While on the contrary, Facebook model is more of an acquaintance based social network. The concentration of attention isn’t as clear as the former case, which leads to the decrease of benefit received.

2. The cost of producing media material

Though Zuckerberg is ambitious to promote the video service, compared to the already matured and optimized system and highly-clingy user group for text or image, this business is dwarfed. In order to produce text and image, the education and equipment is quite simple. Anyone has a smartphone could do. Of course serious newsfeed traditionally are computed by paid staff of the source and more and more newspaper, journal and tv companies are looking to expand their digital branch. But this kind of company and its official account need not to bear much marginal cost as they already have developed a system to produce news.

For video maker, especially independent individuals, they should process some level of expertise in, for example, recording and film editing and the facilities needed for that. Behind a short video clip there could be hours of filming or animation and other labor to beautify it. Thus the buddy program can provide monetary reward for those people to encourage them to worker harder and attract more audience.

3. Major revenue of the company

As a company specialized in video, the major income of Youtube is intuitively advertisement before the video. This means that more watching, more reward.

But the Facebook case is much more complicated. The contemporary ad revenue is a integrated system called oCPM that can optimize itself by trade while calculate ad fees by show.(Hegeman, 2014) Focused on user interactivity, this system combines suggested pages, page post, suggested app and video ads. In order to earn more, the activity of user group and the realistic commercial effect also matters vitally, which converts to the main focus from how to get more users and more clicking to how to get more users and more active users.


Hegeman. J. (2014). Retrieved from https://www.linkedin.com/in/john-hegeman-02137b7