When John Nonny and Dan Shaba — the creators behind the Pun Guys and John Nonny pages on Facebook that together have 6 million followers — are recognized in public, fans typically refer to them as "YouTubers" or "TikTokers. "They never say, 'Those are those Facebookers.
But while the duo from Ontario have significant followings on TikTok (860,000 followers) and YouTube (501,000 subscribers), Facebook is their primary platform. And it's where they make the most money.
After crossing paths as musicians, Shaba and Nonny found themselves collaborating on something new: comedy. Known for punny memes and quick do-it-yourself and prank videos, the two have figured out what works on the Facebook news feed and how to navigate what is trending on the platform.
Similar to YouTube and its Partner Program, Facebook pays eligible creators a percentage of ad revenue on videos.
In 2017, Facebook started rolling out its own in-stream ad program. To qualify, 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.
Today, their videos, which they upload several times a week to their two accounts, regularly garner at least 1 million views. On average, 1 million views pays about $1,000, Shaba said. Sometimes, a video with about 1 million views can earn upward of $1,500 depending on the CPM rate, or cost per thousand views, Nonny added.
When a video hits 50 million views, earnings start to drop off a bit, the two said. For videos with about 50 million views, the duo's earnings fall between $40,000 and $50,000.
A video with over 100 million views can earn the pair between $80,000 and $100,000, they said. But their videos reach that threshold only three to four times a year — "if we're lucky."
Nearly all the videos posted by the Pun Guys have running times of 3:02 or 3:32. The reason is pretty straightforward: To qualify for revenue share on Facebook, videos must be at least three minutes long.
But if a post is any longer than that, 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.
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.