Facebook is offering established influencers up to $3,000 (£2,260) a month to post short-form videos, as it seeks to draw high-profile creators back to the platform.
The payments form part of a new Content Fast Track scheme aimed at creators with more than one million followers on rival platforms including Instagram, TikTok and YouTube.
Eligible creators will be paid for up to three months, provided they publish at least 15 reels a month.
Parent company Meta said it paid nearly $3bn to creators in 2025 through its monetisation programmes, underlining its push to compete more aggressively for online talent.
However, the move has been criticised by industry figures including Jordan Schwarzenberger, who manages the influencer collective the Sidemen.
Schwarzenberger described the offer as insufficient and unlikely to shift audience behaviour.
“Creators follow audiences, not platforms. Facebook hasn’t been a priority for the best part of a decade. Bringing creators over doesn’t mean their fans will automatically follow,” he told BBC News.
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The Sidemen, which includes high-profile personalities such as KSI and Vikkstar, already repost some content on Facebook, but Schwarzenberger said there was “no focus” on the platform.
He also questioned the economics, saying the $3,000 monthly payment works out at roughly $200 per video.
Schwarzenberger argued that the figure would not cover production costs for many large creators, who typically earn far more through brand deals, memberships or direct revenue elsewhere.
Under the scheme, smaller creators with fewer than one million followers can earn up to $1,000 a month.
Participants will also gain access to Facebook’s wider monetisation tools, which pay based on factors such as views and watch time.
Schwarzenberger believes the incentives are more likely to appeal to mid-tier creators, adding that this would have “no real impact” on audience growth.
“People will still consume that same content on the platforms where they already spend their time,” he said.