Facebook is offering top influencers up to $3,000 a month to post videos on its platform — a bid to lure creators who have spent the past decade ignoring the social media giant in favor of TikTok, YouTube and Instagram.
The Creator Fast Track program, announced Thursday, targets established creators with over a million followers on other platforms. Applicants must prove their audience size and commit to posting 15 reels monthly to receive payments for up to three months.
Smaller accounts — those with fewer than a million followers elsewhere — can earn up to $1,000 a month under the same terms.
Parent company Meta said it paid out nearly $3 billion to creators in 2025 through its various monetization programs.
‘A Bit Desperate’
The industry reaction has been skeptical at best.
“Facebook has not been a priority for the best part of a decade,” said Jordan Schwarzenberger, CEO of management company Arcade and manager of the Sidemen — the hugely successful influencer group that includes KSI and Vikkstar.
While the Sidemen repost existing content on Facebook, Schwarzenberger says “there’s no focus” on it. The $3,000 offer, he said, is unlikely to change that.
“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.”
The math tells the story: $3,000 for 15 reels works out to $200 per video. “That doesn’t even cover production costs for some creators,” Schwarzenberger said. “So it makes no sense for me.”
He called the initiative “a bit of a desperate move” from a platform struggling to regain relevance with the creator economy.
The Platform Problem
The fundamental challenge Facebook faces is not money — it’s audience.
“The reality is people go on the platforms before they go for the creators,” Schwarzenberger said. Attracting more creators to Facebook doesn’t automatically mean their fans will follow them there.
“They’ll probably also get that same content on TikTok, on Instagram, on the other platforms that they’re actually spending time on,” he added.
Facebook remains the world’s largest social network with over 3 billion users, but it has long ceded the cultural conversation — and the creator economy — to younger, faster-growing platforms. TikTok’s algorithm, YouTube’s long-form dominance, and Instagram’s visual focus have all drawn creators away.
The Creator Fast Track program is an attempt to reverse that flow. Whether $200 per video can do what years of platform dominance could not remains to be seen.
What Creators Get
Participants in the program gain access to Facebook’s monetization system, which pays based on views and watch time. But those payments are unpredictable and, for most creators, dwarfed by what they earn elsewhere.
For smaller creators, the $1,000 monthly offer might move the needle. For those with millions of followers, it’s pocket change.
Schwarzenberger predicts the program will primarily attract smaller creators — “which would have no real impact and won’t really bring any audiences”.
The Bigger Picture
The Creator Fast Track program is currently limited to the US and Canada. There’s no word on international expansion.
For Facebook, the program is a low-cost experiment — a few million dollars to test whether cash incentives can shift creator behavior. For creators, it’s a small additional revenue stream with minimal effort required.
But for an industry built on audience loyalty and platform stickiness, $200 a video is unlikely to spark a mass migration. Facebook may have opened its wallet, but creators aren’t convinced they need the money.
