Celebrities were often confused by the two products being part of the same organization but having different rules and strategies. Facebook, unlike Instagram and Twitter, was willing to dole out incentives to encourage celebrities and media organizations to create the kind of content they wanted. The main currency they used to reward such behavior with public figures was not straight cash, but ad credits—tens or hundreds of thousands of dollars in free advertising on Facebook. Tatum received some in exchange for the baby post, to promote an upcoming movie, but only because he posted on
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