Meta has introduced a new programme aimed at accelerating creator growth on Facebook, as competition for creator attention intensifies across platforms.
Dubbed “Creator fast track”, the initiative offers selected creators increased reach on eligible Reels, alongside three months of guaranteed monthly payouts. The move is designed to attract established creators who are either new to Facebook or looking to rebuild their presence on the platform.
According to Meta, creators with at least 100,000 followers on platforms such as Instagram, TikTok or YouTube can earn US$1,000 per month under the programme. Those with more than one million followers on at least one platform can receive up to US$3,000 monthly.
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Participants will also gain immediate access to Facebook’s content monetisation tools, allowing them to continue earning beyond the three-month programme window.
The launch comes as Meta ramps up its investment in the creator economy. In 2025, Facebook paid nearly US$3 billion to creators through its monetisation programmes, marking a 35% year-on-year increase and its highest annual payout to date.
Reels accounted for 60% of total creator payouts, while the remaining earnings were driven by Stories, photos and text posts. Meta added that the number of creators earning more than US$10,000 annually on the platform has grown by over 30% year-on-year.
Beyond payouts, Meta is also updating how creators measure performance. New metrics introduced under Facebook’s monetisation programme include “qualified views”, which determine earnings eligibility, and “earnings rate”, which estimates revenue per 1,000 qualified views. The platform will also provide a breakdown of non-qualified views to help creators better understand performance gaps.
Meta has simultaneously been focused on improving the quality and authenticity of content on Facebook. Over the past year, the company has cracked down on spammy content and impersonators, aiming to make Feed and Reels more relevant and rewarding for original creators. Views and watch time for original Reels roughly doubled in the second half of 2025 compared with the same period in 2024, demonstrating the impact of prioritising original content.
Content guidelines have been updated to clarify what counts as “original”, emphasising that creators must contribute meaningful value rather than making minor edits or re-uploading others’ posts.
Meta is also rolling out new tools to help creators protect their work and report potential impersonators, giving them greater control over their content and helping them grow their following. Accounts posting primarily unoriginal content risk being deprioritised or demonetised, though creators can appeal originality decisions through the platform’s Professional Dashboard.
The move underscores Meta’s broader push to position Facebook as a viable monetisation hub for creators, particularly as rival platforms continue to compete aggressively for talent and content.
For instance, Chinese social media platform Xiaohongshu was reported in January to be testing an invite-only feature allowing creators to offer paid content. The pilot targets visual artists, who can charge for high-resolution, watermark-free files, as well as long-form writers who can place part of their content behind a paywall.
To qualify, creators must have at least 100 followers, maintain a clean compliance record over the past 90 days, and complete real-name verification. Eligible posts must also be public, downloadable, and labelled as original.
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