Facebook has seen a significant surge in popularity, especially among creators who are diversifying their audiences and content across different platforms. This sudden jump in popularity can be attributed to the platform's various monetization tools and its ability to adapt to changing trends.

One reason why Facebook is on the rise is due to the launch of its TikTok competitor, Reels, which was brought to Facebook in 2021. Since then, creators have been able to share a variety of content, including short-form videos, and earn money through ad-revenue sharing and subscriptions.

According to Nicla Bartoli, vice president of sales at The Influencer Marketing Factory, Facebook offers creators a variety of monetization tools that can help them grow their audience. 'With Facebook reels, you can see there is quite a lot of videos with a lot of traction,' she said. 'Before, the main claim about Facebook was that content or interactions and engagement wasn't as high as other social media.'

Another reason why creators are flocking to Facebook is due to its ability to adapt to changes in the algorithm and monetization tools. While some may have grown weary of Instagram's changes over the years, Facebook has proven itself to be a more reliable platform for creators.

In fact, just two years ago, Instagram was tied with YouTube as creators' second-favorite platform (behind TikTok). However, since then, many creators have redirected their focus to Facebook. Despite this, TikTok remains the favorite app among creators in 2023.

Overall, Facebook's rise in popularity can be attributed to its ability to adapt to changing trends and offer creators a variety of monetization tools. As creators continue to diversify their audiences and content across different platforms, it will be interesting to see how Facebook continues to evolve and grow.

Tiktok data saver