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Takeaways:
Facebook paid out nearly USD 3 billion to creators in 2025. Of those USD 3 billion in payouts, 60% went to Reels while the rest went to Stories, photos and text posts.
We’re sharing new tips and updated best practices to help you grow your earnings on Facebook.
Learn how qualified views, watch time and engagement all play a role in how much you can earn from your reels, stories, photos and text posts.
We’re also introducing new metrics to give you a clearer picture of your earnings and performance.
At Facebook, we’re committed to helping you turn your passion into a profession, and today we’re sharing more details about how our Content Monetisation programme works, with updated best practices and new metrics to help you grow your payouts.
How you earn on Facebook
Our Content Monetisation programme is designed to reward you for the engaging content that your community loves. You can earn from almost every type of content you create: Reels, stories, photos and even text posts.
The payouts are based on your content’s performance, which means that your approximate earnings are based on the qualified views that your content receives. “Qualified views” means that not all views count towards monetisation. We exclude things such as repeat views, views shorter than five seconds or views on content that doesn’t meet our Partner or Content Monetisation Policies. Other factors can also influence your payout, such as:
Watch time: As users’ watch time increases on a reel or story, creators may earn a higher payout. Experiment with different durations lengths to find your content’s “sweet spot” of watch time engagement and qualified views to maximise earnings.
Engagement: When your audience reacts, comments and shares, it signals to us that your content is resonating. This can help boost your distribution, leading to more views and, ultimately, earnings.
Global reach: Your payout can also vary depending on the region where your content is viewed.
Content quality and originality: Your unique voice and perspective are what make your content special. High-quality, original content is more likely to be recommended and earn more.
Track your earnings with new metrics
To give you a clearer understanding of your performance, we’re introducing new metrics in your professional dashboard, including:
Qualified view: Views on your content that may be eligible to earn.
Earnings rate: Approximate earnings per 1,000 qualified views.
We’ll also show you why your views don’t qualify across twelve different categories:
You turned off monetisation: Views while monetisation was off because you disabled ads.
Monetisation disabled on your Page: Views while monetisation was disabled due to an issue with your Page.
Payout account not set up: Views while your payout account setup wasn’t complete and earnings were paused.
Content doesn’t meet our policies: Views on content that was flagged for violating our policies. Learn more
Crossposted content from another person or Page: Views on crossposted content from another Facebook Page that you don’t own or manage. This doesn’t apply to content crossposted from Instagram. Learn more
Non-public content: Views on non-public content, which isn’t eligible to earn.
Earnings on hold due to copyright review: Views on content while earnings were on hold due to a copyright claim review.
Content duration is less than 10 seconds: Content duration is shorter than 10 seconds and doesn’t qualify for earning.
Repeat views: Multiple views from the same viewer in one session, which aren’t eligible to earn.
Watch time is less than 5 seconds: Views less than 5 seconds are too short and don’t qualify for earning.
Activity from restricted users: Views while there was a user restriction preventing you from earning.
Other: Includes any combination of the stated reasons or any additional circumstances.
Take a look at these new metrics to learn how to boost your views and watch time. The more people watch your content, the more you can earn.
Best practices for increasing your earnings
To help you make the most of our monetisation tools, here are a few tips:
Experiment with different types of content: You can earn on reels, stories, photos and text posts. See what resonates with your audience and drives the best results.
Create original content: Your unique voice is your superpower. We prioritise original content that showcases your perspective and engages your community.
Avoid engagement bait: Don’t encourage engagement with prompts, such as “watch till the end”, unless the payoff is genuinely meaningful and relevant to the viewer.
Tailor and share your content for your audience on Facebook: Pay attention to what’s performing well and what your audience is saying in the comments. This will help you create more of what they love.
Grow your qualified views and watch time: The more people watch your reels and stories, the more you can earn. Experiment with different durations lengths to find your content’s “sweet spot” of watch time engagement and qualified views to maximise earnings.
Pay attention to how people interact with your content: Reactions, comments and shares are signals that your content is connecting – and that can help it perform better overall.
Start earning today
We’re excited to see what you’ll create and earn on Facebook. While content monetisation is currently an invitation-only programme, you can express your interest by visiting your professional dashboard on the Facebook mobile app, selecting the Monetisation tab and then choosing Content monetisation to complete the interest form.
And if you’re an established creator that’s new to (or rediscovering) Facebook, you may be eligible for our new Creator Fast Track programme. Learn more about eligibility requirements and apply here.
We’re always working on new ways to help you succeed, and we’ll be sharing more updates soon.