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Meta has launched a new incentive programme, offering payments of up to $3,000 (about ₦4.2 million) per month to creators active on rival platforms in a bid to boost short-form content on Facebook.
The initiative, called “Content Fast Track”, targets creators with large followings on TikTok, YouTube, and Instagram.
Eligible creators must have at least one million followers on other platforms and post a minimum of 15 short-form videos or reels per month, which roughly equates to $200 per video. Smaller creators with fewer followers can earn up to $1,000 monthly.
Meta said the programme, currently limited to the United States and Canada, will run for a maximum of three months and aims to encourage established creators to either join or return to Facebook.
The move comes as the company seeks to compete with TikTok and YouTube, which dominate the short-form content market. In 2025, Meta reported paying nearly $3 billion to creators through its monetisation systems.
Industry analysts, however, expressed concerns about the programme’s appeal.
Jordan Schwarzenberger, manager of the Sidemen content group, described the initiative as “a bit of a desperate move.”
He said many top creators already earn significantly more through brand partnerships and other platform-based revenue streams.
“Facebook has not been a priority for the best part of a decade,” Schwarzenberger told BBC News.
“The reality is people go on the platforms before they go for the creators. They’ll probably also get that same content on TikTok, on Instagram, on the other platforms that they’re actually spending time on.”
