Facebook is launching a new initiative aimed at attracting established content creators by offering $3,000 a month for posting on the platform. The move is part of its Content Fast Track programme and targets creators with large followings on other platforms like Instagram, TikTok, and YouTube.
Meta, Facebook’s parent company, said the programme is designed for “established creators who are new to or rediscovering Facebook.” The scheme is currently limited to creators in the US and Canada and will provide payments for a maximum of three months. Applicants must have over a million followers on other platforms and post 15 reels or short videos monthly. Accounts with smaller followings can receive up to $1,000 per month.
Jordan Schwarzenberger, manager of the popular influencer group Sidemen, expressed skepticism about the initiative. “You’re always following audiences as a creator and so this doesn’t fix it,” he said. “I love Facebook and I love Meta and what they do, but this feels like a bit of a desperate move.”
Schwarzenberger also highlighted the challenges of drawing followers to Facebook. “The reality is people go on the platforms before they go for the creators,” he explained. “They’ll probably also get that same content on TikTok, on Instagram, on the other platforms that they’re actually spending time on.”
The Sidemen, which includes influencers like KSI and Vikkstar, repost content on Facebook but Schwarzenberger admitted, “there’s no focus” on the platform. He also questioned the financial incentive, saying, “Most creators over a million [followers] are going to be making way more money from brand deals or from maybe direct revenue on YouTube or memberships.”
Under the programme, creators receive $3,000 for uploading 15 reels each month, which equates to roughly $200 per video. Schwarzenberger noted, “That doesn’t even cover production costs for some creators. So it makes no sense for me.” While the programme also provides access to Facebook’s monetisation tools, which pay based on factors like view counts and watch time, he believes it will mainly attract smaller creators, which would “have no real impact and won’t really bring any audiences.”
Meta reported that it paid nearly $3 billion to creators in 2025 through its monetisation programmes, demonstrating the company’s ongoing investment in digital content creation.
