It’s no secret social media giants are constantly looking for ways to get your attention, or better yet, your interaction.
It's how they make their money.
The granddaddy of them all, Facebook, is set to spend one billion US dollars getting influencers to create content on their platform.
It's theorised this has come due to pressure from upstarts like Tik Tok.
Tech commentator Paul Spain told Tim Dower when you’re dealing with the kind of numbers Facebook has, it’s a drop in the bucket.
“When you’ve got that much money, you can afford to throw some of it around to make sure the best content creators are on your platform.”