Meta has unveiled a new incentive programme offering payments of up to $3,000 (about ₦4.2 million) per month to Nigerian creators and others on rival platforms, in a bid to boost content on Facebook.
The scheme, known as “Content Fast Track”, is targeted at creators with large followings on TikTok, YouTube and Instagram, as the company seeks to regain ground in the competitive short-form video market.
Jordan Schwarzenberger, manager of content creators the Sidemen, stated that creators typically follow their audience across platforms and noted that the initiative may not address that challenge.
He added that while he appreciates Facebook and Meta’s efforts, the move appears to reflect a sense of urgency.
To qualify for the full payment, creators must have at least one million followers on other platforms and post a minimum of 15 short-form videos, or reels, each month.
This equates to roughly $200 per video. Smaller creators with fewer followers can earn up to $1,000 monthly under the initiative.
Meta said the programme, currently limited to the United States and Canada, will run for a maximum of three months and is aimed at encouraging established creators to either join or return to Facebook.
The move comes as the company intensifies efforts to compete with TikTok and YouTube, which continue to dominate the creator economy.
Meta said it paid nearly $3 billion to creators in 2025 through its monetisation systems, highlighting its growing investment in digital content.
However, industry analysts remain sceptical about the programme’s effectiveness. Jordan Schwarzenberger, who manages the Sidemen content group, said the offer may not be attractive enough for top creators.
He noted that many influencers already earn significantly more through brand partnerships and platform-based revenue streams, adding that the payment offered by Facebook may not cover production costs for high-quality content.
Schwarzenberger, chief executive and founder of management company Arcade, stated that Facebook has not been a priority platform for many creators over the past decade.
He added that audiences tend to prioritise platforms over creators, suggesting that attracting creators to Facebook may not automatically lead to their followers migrating with them.
He further noted that audiences are likely to access the same content on other platforms such as TikTok and Instagram, where they already spend most of their timel
