Meta has unveiled a new initiative aimed at attracting top digital creators to Facebook, offering payments of up to $3,000 (£2,260) per month under its “Content Fast Track” programme.
The scheme targets influencers with more than one million followers on rival platforms such as Instagram, TikTok, and YouTube. According to Meta, the programme is designed for “established creators who are new to or rediscovering Facebook,” as the company seeks to regain its appeal among content producers.
Eligible creators are required to post at least 15 short-form videos, known as reels, each month. The payments—capped at three months—translate to roughly $200 per video. Those with smaller followings can earn up to $1,000 monthly under the same scheme. Currently, the programme is limited to creators based in the United States and Canada.
Meta says it paid nearly $3 billion to creators in 2025 through its monetisation efforts, underscoring its push to remain competitive in the crowded creator economy. Participants in the new programme will also gain access to Facebook’s broader monetisation tools, which reward creators based on metrics such as view counts and audience engagement.
However, industry insiders have expressed scepticism about the initiative’s effectiveness. Jordan Schwarzenberger, manager of the influencer group Sidemen, described the move as “a bit of a desperate” attempt to draw attention back to Facebook.
“Facebook has not been a priority for the best part of a decade,” he said, noting that audiences tend to remain loyal to the platforms they already use, rather than follow creators across multiple apps. He added that many top influencers already earn significantly more through brand deals and direct revenue streams on platforms like YouTube.
Schwarzenberger also questioned the financial viability of the offer, arguing that the payment structure may not even cover production costs for some creators. “That doesn’t even cover production costs for some creators. So it makes no sense,” he said.
While larger influencers may be hesitant, he suggested the programme could appeal more to smaller creators looking to expand their reach. Still, he warned that such a shift is unlikely to significantly boost Facebook’s audience engagement.
Melissa Enoch
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