Earlier this month, Meta announced its Facebook Creator Fast Track, a program aimed at attracting more creators to the platform by offering guaranteed payouts depending on their follower size on Instagram, TikTok, or YouTube.
It’s a clear attempt to build up a robust creator space on a somewhat untapped platform, and there are some benefits for creators and brands alike. Awkwardly, just a few days after the announcement, Meta (and YouTube) were found liable in two separate court cases for harming teenage and younger users via misleading them and deploying addictive tactics.
Digiday spoke with five leaders in the influencer marketing and creator agency space to see if Facebook is a viable option for creators, how it can retain talent, and if Meta’s recent legal woes will change things. For them, Meta’s creator push signals a shift toward more platform agnosticism, and a desire to reach Facebook’s massive distribution.
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