GoKawiilCHINA - 2025/01/17: In this photo illustration, a Facebook app logo is displayed on an iPhone in the Apple Store. (Photo Illustration by Sheldon Cooper/SOPA Images/LightRocket via Getty Images)
CHINA - 2025/01/17: In this photo illustration, a Facebook app logo is displayed on an iPhone in the Apple Store. (Photo Illustration by Sheldon Cooper/SOPA Images/LightRocket via Getty Images) (SOPA Images via Getty Images)
Stop me if you've heard this before: Meta has a new program to lure top creator talent to Facebook and it comes with hefty bonus payments. The company is launching a new initiative aimed at popular creators who already have large followings on TikTok, YouTube or Instagram and offering them bonuses up to $3,000 a month just for posting on Facebook.
Meta's goal is to draw more top talent to its Content Monetization program, which pays creators based on views and other engagement metrics across Stories, Reels and posts. The new bonuses will be part of an initiative Meta has dubbed "Creator Fast Track," which is meant to make the onboarding process easier — and more enticing — to Facebook newcomers.
Under the new "Fast Track" program, Meta is offering monthly bonuses of $1,000 to creators who have at least 100,000 followers on another platform and $3,000 for those that have a million or more. Creators who join will need to post a minimum number of times per month to earn the bonuses, but aren't required to meet engagement targets or post exclusive content to earn. They also aren't require to post video content as Facebook also reward text and photo posts, as well as Stories.
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That may sound like a pretty good deal (it is), but it's also a limited one. The fast track bonuses will only last for three months. Creators should think of the bonuses as payment "for the hassle of starting on a new platform," not the central part of the program, Meta's VP of Product for Creators, Yair Livne, tells Engadget. "Our hope is that within a few months … the earnings that you see from Facebook Content Monetization will become the more important thing." He also notes that Meta will boost the reach of creators it fast-tracks, which should help them speed up their earning potential.
It's far from the first time Facebook has sought to lure big names with big checks. It promised publishers big payouts when it launched Facebook Watch nearly a decade ago. It once courted game streamers for its (now defunct) Twitch competitor. A year after launching Reels to take on TikTok, it invested $1 billion in a bonus program that offered creators as much as $35,000 a month only to pull the plug in 2023.
Livne acknowledged that it "took us a long time to find our path" to a more sustainable creator program. "We don't have a pool structure so you're not competing with other creators for dollars. It really is based on your performance."
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