Source: Simon Owens's Media Newsletter
Meta slashed payouts to established creators in its Content Monetization Program, hitting influencers who built audiences on the platform. The move fits a pattern: algorithmic demotion, underperforming reels, policy shifts—all while Meta invests in its own content. Creators are now forced to diversify off-platform rather than deepen dependency on Meta's ecosystem. The timing, as TikTok faces potential US bans, suggests Meta sees reduced pressure to compete for creator loyalty.