Facebook is offering larger influencers $3,000 (£2,260) a month to post on the platform, as part of its Content Fast Track programme.
The social media giant, which has over 3 billion users, says the scheme is for creators with over a million followers on other video-sharing sites, citing Instagram, TikTok and YouTube in the scheme’s announcement.
Parent company Meta said it paid out nearly $3bn to creators in 2025 through monetisation programmes.
“You’re always following audiences as a creator, and so this doesn’t fix it,” said Jordan Schwarzenberger, manager of content creators, the Sidemen. “I love Facebook, and I love Meta and what they do, but this feels like a bit of a desperate move.”
According to a statement from Meta, the Creator Fast Track programme is for “established creators who are new to or rediscovering Facebook”.
It is currently only available to creators in the US and Canada and will pay out for up to 3 months.
Applicants will have to prove they have over a million followers on TikTok, YouTube or Instagram, and post 15 reels, or short videos, a month.
Accounts with fewer than a million followers on other platforms can earn up to $1,000 a month.
“Facebook has not been a priority for the best part of a decade,” Schwarzenberger, chief executive and founder of management company Arcade, told BBC News.
“The reality is people go on the platforms before they go for the creators,” he said, which would mean attracting more creators to Facebook would not necessarily mean their fans follow them back to Facebook.
“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.
‘No focus’ on Facebook
Sidemen, the hugely successful group of influencers which includes KSI and Vikkstar, does repost existing content on Facebook, but Schwarzenberger says “there’s no focus” on it.
And then there is the money, which he says is “definitely not enough”.
“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.”
Facebook will pay $3,000 a month for 15 uploaded reels, amounting to $200 per video. “That doesn’t even cover production costs for some creators. So it makes no sense for me,” he says.
Creators will also get access to Facebook’s monetisation programme, which pays based on factors such as the number of views they get or how long people view for.
However, Schwarzenberger thinks this will only attract smaller creators, which would have “no real impact and won’t really bring any audiences”.
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