Creators Cash In: Why Influencers Are Returning to Facebook for Bigger Earnings

By: Shawn
‎After years of dismissing Facebook as a platform for older audiences, creators are now rediscovering it as one of the most profitable spaces in social media. Influencer and comedian Anwar Jibawi, who once neglected his Facebook page, began noticing a steady rise in the payments he received from the platform. The unexpected surge prompted him to ramp up his posting frequency to around ten comedy sketches per day, eventually turning Facebook into one of his leading income streams—reportedly reaching six figures monthly.
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‎Facebook’s revamped monetization program has creators like Anwar Jibawi and Maggie McGaugh earning major income from viral videos and posts.
‎Elizaveta Starkova/Getty Images 
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‎The rise in creator earnings follows a major policy shift in Facebook’s monetization system introduced last fall. The platform now compensates creators based on post performance metrics rather than a percentage of ad revenue. This update has transformed the way influencers approach content creation, positioning Facebook as a top-tier income source within the creator economy.
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‎According to Yair Livne, Facebook’s Senior Director of Creator Product, the company’s goal is to make opportunities on the platform more visible to creators and motivate them to produce original, engaging, and high-quality content. The change aims to strengthen Facebook’s creator ecosystem amid growing competition from younger platforms such as TikTok and Instagram.
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‎Facebook reports that over 60% of user activity on the platform is spent watching videos across News Feed, Reels, and Stories, with the majority of this content generated by creators. The platform rewards not just videos but also photo and text posts, which Jibawi calls a “game-changer” for diversifying content strategies.
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‎Participation in the monetization program remains invite-only, with millions of creators currently onboard. Earnings depend on views, engagement, and content originality, discouraging clickbait while rewarding consistency and creativity. The best-performing videos often fall into educational or lifestyle categories such as cooking tutorials, DIY projects, and parenting tips.
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‎Creator Maggie McGaugh, known for her DIY videos and scam awareness content, reports monthly Facebook earnings between $20,000 and $30,000, calling it her largest income source outside of brand partnerships. She noted that a single viral photo can sometimes generate thousands of dollars, though results vary widely depending on the platform’s algorithm.
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‎Many creators have shifted strategies to focus on shorter, more engaging videos that retain viewer attention, adapting from the longer formats once favored for ad placement. Facebook’s payment fluctuations and unpredictable algorithm remain challenges, yet the potential rewards are drawing influencers back in large numbers.
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‎McGaugh, who once avoided Facebook due to its reputation as an older demographic platform, now observes engagement from a broad range of age groups. Her scam-related content resonates strongly with older audiences, but her posts showcasing “lost mail” unboxings attract viewers across all demographics.

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