Facebook to pay influencers from other platforms for content
Meta is hoping to persuade influencers and content creators with large followings on other platforms to post on Facebook, via its Creator Fast Track programme. The programme is targeting content creators active on TikTok, Instagram and YouTube, offering financial incentives and increased visibility.
Creators accepted will be able to earn $1,000 (£750) per month if they have more than 100,000 and less than a million followers on TikTok, Instagram or YouTube. Those with more than a million followers on at least one of those platforms can earn $3,000 (£2,250). This is in addition to revenues from Facebook Content Monetization, to which they will be given instant access. The programme is initially open only to creators in the US and Canada. It will pay out for up to three months for those posting at least 15 reels or short videos per month.
Facebook said the programme was aimed at creators who were either new to or were ‘rediscovering’ the platform. It added in a post that it paid more to content creators than ever before through its monetisation programs last year. Creators received nearly $3 billion in total, an increase of 35% over the previous year.
However, some questioned the ability of the programme to bring new audiences to Facebook. Jordan Schwarzenberger, founder of management company Arcade and manager of popular content creators the Sidemen, told the BBC that audiences would ‘probably also get that same content on TikTok, on Instagram, on the other platforms that they’re actually spending time on’.