Arguments about monetization, as the practice of letting creators share directly in advertising proceeds is called, are as old as the system itself. YouTube, which opened a revenue-sharing program more than a decade ago, has long been accused by angry creators of demonetizing videos for arbitrary and inscrutable reasons.

Those complaints gave rise to violence last week, when Nasim Najafi Aghdam, a YouTube creator who had been angered by the platform’s revenue-sharing policies, shot and injured three employees at YouTube’s headquarters in San Bruno, Calif., and then killed herself.

Instagram, the Facebook-owned photo and video app, has long hosted a thriving community of influencers. But Facebook itself, which was seen by some creators as old and uncool, has had a harder time attracting them. It has been trying to steal attention from YouTube in recent years by courting popular creators, and promising them access to the platform’s gargantuan user base. In 2016, Mr. Zuckerberg proclaimed a “new golden age of video,” and the company spent millions of dollars enticing media organizations and celebrities to create videos on Facebook.

In 2015, the social network began testing a revenue-sharing program with a limited group of creators, and last November, it rolled out Facebook Creator, a special app designed for professional users. Recently, the social network announced that it was testing some additional tools for creators, including a way for users to purchase monthly subscriptions to their favorite creators’ pages.

But some of these features are still not widely available, and many influencers say that Facebook’s charm campaign amounts to too little, too late.