Bonus Programs
2020-2021
Incentivize content creators to grow their business with monetization products on Facebook.
TEAM
Product designer (my role)
PM, engineers, DS, UXR
Product Marketing Manager
SCOPE
Stars Double Program
Subscription Growth Program
Platformization
PLATFORM
Facebook web
Facebook mobile app
Creator Studio (Biz platform)
Context: What is Star?
For viewers, sending Stars along with comment is a way to engage with their favorite creators and show appreciation to them.
For creators, Star is one of the monetization tools that help them make a living with their content on Facebook.
Problems
People Problem
Lack of guidance: As a content creator, I want to make more money with Stars but I don’t know what action to take to increase my earnings.
Low ROI: As a content creator, I want to make more money with Stars but I don’t know what action to take to increase my earnings. (Lack of guidance)
Business Problem
As a platform for creators to produce content and make a living, Facebook need to build a healthy ecosystem to help creators kick start the flywheel on Stars earnings and incentivize them to constantly take actions that yields longer term success.
Solution
Run a program with progressive challenges that include both organic action and earnings requirements. Creators can earn bonus money from Facebook every time they achieve a challenge, and proceed to the next challenge for more bonus until they reach the end of the program. Contextual guidance will be provided to help them complete each challenge and learn how to monetize with Stars.
Persona
Torso/ Tail
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I’m newly onboarded to Stars
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I haven’t made money with Stars or made less than $100
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I have interests in Stars but don’t know what to do
Market Maker
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I’ve been using Stars for a while
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I’m making some money from Stars but I feel the ROI is still low
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I don’t have habit of promoting Stars or interacting with Star senders
Program Design
01
INVITATION
Desktop & mobile invitation channels
02
SIGN UP FLOW
Program introduction & terms
03
CHALLENGE IN PROGRESS
Creators will start challenges once they are enrolled in the program, they will have 1 month to complete all the tasks in the current challenge and get paid with bonus money from Facebook. The challenge widget shows the following info dynamically:
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Bonus
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Tasks & Progress
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Guidance & Tools
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Restart challenge
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Attempt history
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Payment history
04
CHALLENGE COMPLETION
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Creators will be able to unlock new challenges once they complete the current challenge within 28 days.
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Creators are notified if they achieved or failed a challenge at the end of the challenge cycle.
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Once challenges are completed, the record and payment status are saved in the history section.
Status update notifications
05
PROGRESSION LADDER
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20+ guidances from beginner level to intermediate level paired with different challenge levels.
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Task hardness and bonus money goes up from challenge 1 to challenge 10.
Prototype: Onboarding -> Challenge completion
Experiment Results
+80%
Total creator payouts
+20%
# of creators earning >$750
+8%
content production
Mark Zuckberg
Nas Daily
Stonemountain64
Iteration
1. Onboarding
Data: The onboarding rate is ~30%
Goal: Improve onboarding rate
Iteration: Visualize the challenge tasks, bonus amount and the progression ladder to help users understand the value and mechanism of the program.
Result: Onboarding rate improved from 30% to 49%
Program Mechanism
Data: Only 32% of onboarded creators completed 1+ challenge.
Creator inbound: Some creators found the challenges have too many requirement but the bonus payouts aren’t compelling enough for them to invest time.
Goal: Improve challenge completion rate.
Iteration:
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Changing all the required actions to be optional in the format of tips, only leaving Stars earnings requirement to make the program less overwhelming.
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Show the bonus of all the future challenges that they haven’t unlocked and visualize their progress to incentivize them to earn more.
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Give them a progress update weekly, and remind them to promote Star and share their goal to fans when they are live streaming.
Result: Challenge completion rate was improved to 47%
Scaling & Platformization
Subscription Growth Program
Goal: Launch another bonus program to help creators grow their Subscription business.
Program mechanism: Facebook will pay creators $20 bonus for every new subscriber they get, the creators can earn up to $10,000 bonus with the program, it will run for 3 months until the end of 2021.
Result: 10/21/2021 rolled out 100% to 70K eligible creators, with 47% onboarding rate, gained +577% new subscribers per creator, and contributed to 27% content production lift.
Platformization
Goal:In order to support more bonus programs for different products efficiently in the future, the leadership decided to platformize the bonus program.
Impact: Launched a bonus platform that’s compatible for enabling programs for different products, dramatically shorten development time from1-2 month to 1-2 weeks, and enabled the program experience on mobile.
