Meta has just launched "Creator Fast Track," a program that pays creators from other platforms to post on Facebook. No exclusive content, no collaborations—just for being there! The deal is simple: $1,000 per month for accounts with 100,000 followers, up to $3,000 for those with over a million. In exchange, Facebook boosts their content for three months. And to keep it simple, creators can repost content they've already shared elsewhere.
Behind this generosity lies a less flattering reality. Facebook has 3 billion users, but it can no longer naturally attract the people shaping today's internet and social media. The audience is older, the algorithm is less rewarding for creators, and the platform lost the "cool" factor to TikTok and YouTube long ago.
In 2025, Meta paid out 3 billion dollars to creators, a 35% increase over 2024, mostly for short-form content. It is a frantic race to catch up as the gap continues to widen.
There is something telling about this strategy. When a platform has to pay to be chosen, it has ceased to be desirable.
So, will this lack of appeal be overcome in the coming months thanks to this program and the energy the platform is deploying? Nothing is certain, but it is definitely worth keeping in mind, as many platforms have managed to make comebacks by optimizing and challenging themselves over the last 10 years.
