Facebook has shared updated best practices and new metrics to help creators grow their earnings through its Content Monetisation programme.

Insights:

• Facebook paid out nearly USD 3 billion to creators in 2025, with 60% of that going to Reels and the remainder split across Stories, photos and text posts.

How earnings are calculated

• Payouts are based on "qualified views" - excluding repeat views, views under five seconds, and content that violates platform policies.
• Watch time plays a key role: as users watch more of a Reel or Story, creators may earn a higher payout. Facebook recommends experimenting with different durations to find a content "sweet spot".
• Engagement (reactions, comments and shares) can boost distribution, leading to more views and higher earnings. Global region and content originality also influence payouts.

New metrics in the professional dashboard

• Facebook is introducing two new metrics: Qualified Views (views eligible to earn) and Earnings Rate (approximate earnings per 1,000 qualified views).
• Creators will also be able to see why specific views didn't qualify, across 12 categories, including disabled monetisation, policy violations, content under 10 seconds, and copyright review holds.

Tips for growing earnings

• Create original content across all formats - Reels, Stories, photos and text posts are all eligible to earn.
• Avoid engagement bait such as "watch till the end" prompts unless the payoff is genuinely relevant to the viewer.
• Pay attention to comments and performance data to understand what resonates with your audience and create more of it.

Content Monetisation is currently invitation-only. Creators can express interest via the Monetisation tab in the professional dashboard on the Facebook mobile app.  

For more information, visit facebook.com.