Meta has launched a new monetization program designed to attract popular content creators from competing platforms including TikTok, Instagram, and YouTube to post on Facebook.

The initiative represents Meta's latest effort to compete for high-profile creators who have built substantial followings on rival social media platforms. The program specifically targets creators with large audiences, offering financial incentives to encourage them to share content on Facebook.

According to Facebook, the company paid creators nearly $3 billion through its various monetization programs in 2025, representing a 35% increase from the previous year. This figure marks the highest annual total the company has achieved to date for creator payments.

The new program comes as social media platforms increasingly compete for popular content creators, who drive user engagement and ad revenue. Creators with significant followings have become valuable assets as platforms seek to retain and attract users in an increasingly competitive landscape.

Meta's strategy reflects broader industry trends where platforms are investing heavily in creator economy initiatives to differentiate themselves and maintain user engagement. The company joins other major platforms in offering direct financial incentives to content creators as competition for top talent intensifies.