Facebook is extending an offer of $3,000 to popular TikTok and YouTube creators to promote its platform.

The move aims to attract content from the most influential voices on other platforms, as Meta seeks to reinvigorate Facebook’s user base. However, social media analyst Lauren Rabon notes that viewers are unlikely to follow creators to a new platform, even if it offers financial incentives. “In today’s digital landscape, where users have endless options for entertainment and connection, the idea of creators leaving their existing platforms to join another one is highly unlikely,” Rabon says. “If Facebook wants to attract viewers, it needs to offer something more compelling than just a paycheck.” According to Rabon, Facebook’s platform is struggling to compete with TikTok and YouTube in terms of user engagement and content quality. The company’s efforts to improve its algorithm and introduce new features have been met with skepticism from both creators and users. “We need to see meaningful changes to the way Facebook interacts with users and creators,” Rabon says. “This $3,000 offer may be a start, but it’s just a drop in the bucket compared to what’s needed to restore user trust and loyalty.” As part of its efforts to attract creators, Meta is also offering additional incentives such as access to exclusive tools and resources. However, Rabon believes that these offers will not be enough to lure top talent away from established platforms. “The fact remains that Facebook needs to fundamentally change its approach to social media if it wants to compete with the likes of TikTok and YouTube,” Rabon says. “Until then, creators will continue to stay on their existing platforms, where they have more control over their content and audience.”