Tech giant Meta Platforms has unveiled a new strategy to revive activity on its flagship social media platform, Facebook, by offering financial incentives to creators from rival platforms, including TikTok, YouTube and Instagram.
The initiative, known as the Creator Fast Track programme, is aimed at attracting influencers with large followings and encouraging them to actively post content, particularly short-form videos on Facebook.
The move comes as Meta intensifies efforts to compete in the fast-growing creator economy and regain younger audiences who have increasingly shifted to competing platforms.
Under the programme, Meta is offering guaranteed monthly payments for up to three months to eligible creators who consistently post original content on Facebook.
The payment structure is tiered based on a creator’s following across other platforms:
- Creators with 20,000 to 99,999 followers can earn between $100 and $450 per month
- Those with over 100,000 followers may earn around $1,000 monthly
- Top-tier influencers with more than 1 million followers can receive up to $3,000 per month
To qualify, creators must meet specific posting requirements, including publishing a set number of videos, primarily Facebook Reels, within a defined period.
The programme is designed as a short-term onboarding incentive, after which creators transition into Facebook’s broader monetisation ecosystem.
The decision by Meta to pay creators reflects intensifying competition among social media platforms for both user attention and content.
While Facebook remains one of the largest social platforms globally, it has struggled to maintain engagement among younger users, many of whom prefer TikTok and YouTube for entertainment and discovery.
By directly incentivising creators, Meta hopes to: increase the volume of high-quality, original content on Facebook, bring new audiences onto the platform through creators’ existing fan bases and strengthen its advertising and monetisation ecosystem
At the heart of Meta’s strategy is Facebook Reels, the platform’s short-form video feature designed to rival TikTok’s core offering.
Short-form video has become the dominant content format across social media, driven by changing user behaviour and mobile consumption trends. Through the Creator Fast Track programme, Meta is prioritising Reels as a key driver of engagement.
Participating creators will benefit from: increased visibility through Facebook’s recommendation algorithms, access to monetisation tools for Reels, and insights and analytics to grow their audience
Meta is betting that a surge in creator-driven video content will make Facebook more competitive in the short-form video space.
Facebook’s monetisation system offers multiple earning avenues, including: ad revenue from video content, bonuses tied to performance, brand partnerships facilitated through the platform