<p><img src="https://static6.businessinsider.com/image/6123a5b44932030018456ccf-2400/IMG_0843.jpg" border="0" alt="Dan Shaba and John Nonny pose together outside of a building." data-mce-source="Michal Mala" data-mce-caption="Dan Shaba and John Nonny run the &quotThe Pun Guys&quot Facebook page."></p><p></p><bi-shortcode id="summary-shortcode" data-type="summary-shortcode" class="mceNonEditable" contenteditable="false">Summary List Placement</bi-shortcode><p>When John Nonny and Dan Shabathe two creators behind <a href="https://www.facebook.com/thepunguys/">The Pun Guys</a> and <a href="https://www.facebook.com/johnnonnyofficial">John Nonny</a> pages on <a href="https://www.businessinsider.com/instagram-facebook-to-pay-over-1-billion-pay-creators-details-2021-7">Facebook</a> that together have 6 million followersare recognized in public, fans typically refer to them as "YouTubers" or "TikTokers."</p><p>"They never say, 'Those are those Facebookers,'" Shaba told Insider.</p><p>But while the Toronto-based duo do have significant followings on TikTok (<a href="https://www.tiktok.com/@thepunguys'lang=en">860,000 followers</a>) and YouTube (<a href="https://www.youtube.com/channel/UCZmMnu70cq6BaXBFORSLszg">501,000 subscribers</a>), Facebook is their primary platform. And it's where they make the most money.</p><p>After crossing paths as musicians, Shaba and Nonny found themselves collaborating on something new: comedy. Known for punny memes and quick DIY or prank videos, the two have figured out what works on the Facebook newsfeed and how to navigate what is trending on the platform.</p><p>And that's how they keep their earnings pouring in. Similar to <a href="https://www.businessinsider.com/category/youtube-money">YouTube and its Partner Program</a>, Facebook pays eligible creators a percentage of ad revenue on videos.</p><p>The money wasn't always there. When Shaba and Nonny first started posting to Facebook in 2016, there wasn't an ad revenue-share model.</p><p>"It was very difficult to make money," Shaba said. "The only way was to do brand deals and those sorts of things, which wasn't really sustainable for the long term."</p><p>In 2017, however, Facebook started rolling out its own in-stream ad program. To <a href="https://www.facebook.com/business/help/1884527914934148'id=1200580480150259">qualify</a>, a page must have 10,000 followers, 600,000 minutes of total watch-time in the past 60 days, and at least five active videos. That's a higher bar than YouTube, where creators need 1,000 subscribers and 240,000 minutes of watch time.</p><p>Facebook is what works best for Nonny and Shaba's content.</p><p>Today, their videos, which they upload several times a week to their two accounts, regularly garner at least one million views. On average, a million views pays about $1,000, Shaba said. Sometimes, a video with about one million views can earn upwards of $1,500 depending on the <a href="https://www.businessinsider.com/how-much-money-youtube-pays-creators-one-thousand-views-cpm-2020-3">CPM rate</a>, Nonny added. (Insider verified these earnings with screenshots of their Facebook creator studio.)</p><p>YouTubers often earn more money than that for a video with <a href="https://www.businessinsider.com/how-much-money-youtube-pays-for-1-million-views-worth-2020-5'r=youtube-creator-lp">a million views</a>, but those videos are typically longer and can have multiple mid-roll ads. YouTuber Jade Darmawangsa, for example, <a href="https://www.businessinsider.com/how-much-money-youtube-pays-for-1-million-views-worth-2020-5'r=youtube-creator-lp">told Insider in 2020</a> that she earned $3,600 for a video with 1.2 million views, but that video was 10 minutes long. Shaba and Nonny's videos are usually around 3 minutes long.</p><p><img src="https://static3.businessinsider.com/image/6125178c493203001845a3f8-1558/Screen%20Shot%202021-08-24%20at%20113940%20AM.png" border="0" alt="Screenshot of The Pun Guys Facebook page." data-mce-source="Screenshot/Facebook/The"></p><h2>Earnings begin to plateau once a video hits 50 million views</h2><p>When a video hits 50 million views, earnings start to drop off a bit, the two said.</p><p>For videos with about 50 million views, the duo's earnings fall between $40,000 and $50,000.</p><div><iframe src="https://www.facebook.com/plugins/video.php'height=476&href=https%3A%2F%2Fwww.facebook.com%2Fjohnnonnyofficial%2Fvideos%2F360516451955643%2F&show_text=false&width=267&t=0" width="267" height="476" style="border:none;overflow:hidden" scrolling="no" frameborder="0" allowfullscreen="true" allow="autoplay; clipboard-write; encrypted-media; picture-in-picture; web-share"></iframe></div><p>A video with over 100 million views can earn the pair between $80,000 and $100,000, they said. But their videos only reach that threshold three to four times a year"if we're lucky."</p><p>(Insider verified these estimates with screenshots of their creator studio dashboard.)</p><h2>How Facebook differs from YouTube and TikTok</h2><p>Nearly all of the videos posted by the Pun Guys have timestamps of 3:02 or 3:32. The reason is pretty straightforward: In order to qualify for revenue share on Facebook, videos must be at least three minutes long.</p><p>But any longer, and it may not pop off: Short videos on Facebook do well because people aren't coming to the app to sit down and watch videos like they are on YouTube, Nonny said.</p><p>While there's no minimum length requirement on YouTube, most videos go over 10 minutes to optimize ad revenue through multiple ad breaks. Meanwhile, on TikTok, videos are often no longer than 60 seconds.</p><p><img src="https://static1.businessinsider.com/image/612412afde5f560019e864f0-2400/IMG_0835-2.jpg" border="0" alt="Two men laughing. Pictured is Dan Shaba and John Nonny of The Pun Guys." data-mce-source="Michal Mala"></p><p>Partially because Facebook videos have to grab the attention of someone who didn't necessarily plan on tuning in, they have a reputation for being clickbait and teasing "gotcha" or mindblowing endings that trail viewers along until the very last second.</p><p>Nonny said it's something the pair has to balance, especially in making sure viewers don't drop off before the ad break.</p><p>"There's a fine line between being straight up corny and baity, and just trying to make your videos where it's entertaining enough where they want to see the climax," Nonny said.</p><p><a href="https://www.businessinsider.com/how-much-money-facebook-pays-for-videos-1-million-views-2021-8#comments">Join the conversation about this story »</a></p> <p>NOW WATCH: <a href="https://www.businessinsider.com/inside-turtle-shell-protects-strangest-animal-features-2019-7">Here's what you'll find inside a turtle's shell</a></p>
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