Meta Bets on Influencers, But Is It Too Late?

Meta’s Facebook is offering larger influencers $3,000 per month to post on the platform, as part of its Content Fast Track programme. Though it is being viewed as an initiative to revive the platform which got branded ‘for the elderly and laid back’, a few content creators said that Facebook has not been popular for the last one decade and this move might not attract visitors to the platform.

In a statement, Meta said that the Content Fast Track Programme is mainly for established creators who are new to or rediscovering Facebook. Currently, the offer is available for creators in the US and Canada, and the payment will be done for a maximum of three months.

There are some conditions for the applicants to get paid for their content. However, content creator groups felt that the initiative might not be able to pull viewers on to the platform as the same content will be available on TikTok, Instagram or other platforms.

These days, youngsters are hooked to Instagram, X or YouTube for their content. Only a select few people still check out Facebook.

Facebook has nearly 3 billion users. Content creator group Sidemen manager Jordan Schwarzenberger said they do repost content on Facebook but there is no focus.

Moreover, the payment promised by Meta for posting on Facebook is not sufficient. Facebook will pay $3,000 a month for uploading 15 reels which means it is paying $200 per video. This does not cover even the production costs for some creators, he said.

So, after a decade of setting the platform aside, can Meta revive the prospects of Facebook?