Meta has just launched "Creator Fast Track": a program that directly pays creators from other platforms to post on Facebook. Not for exclusive content, not for a collab, just to be present there! The deal is simple: $1,000 a month for accounts with 100,000 followers, up to $3,000 for those past a million. In exchange, Facebook boosts their content for three months. And to keep things simple: creators can publish what they’ve already posted elsewhere.
Behind the generosity, there’s a less flattering reality. Facebook has 3 billion users, but it can no longer naturally attract the people who make today’s internet and social media. Its audience is older, the algorithm rewards creators less, and the platform lost the “cool” battle against TikTok and YouTube long ago.
In 2025, Meta paid out $3 billion to creators, 35% more than in 2024, mostly on short-form formats. A frantic race to close a gap that keeps widening.
There’s something telling about this strategy. When a platform has to pay to be chosen, it has stopped being desired.
So, will this lack of appeal be made up in the coming months thanks to this program and the energy the platform is putting in? Nothing is less certain, but it’s clearly worth keeping in the back of our minds; many platforms have managed comebacks by optimizing and challenging themselves over the past 10 years.
