Howdy y’all,
It’s been an eventful month, with a new war that escalated quickly: Timothée Chalamet against the world. OK, maybe not the exact war in question this month, but regardless, we’re here to keep you posted on updates you may have missed and campaigns that you should be checking out.
My honorable mention this month goes to Apple Maps, which just announced it’s rolling out ads soon. I can’t believe after all these years I’m going to have to join the rest of the world over on Google Maps. Tell me, what updates surprised you the most this month?
Val
VP, Influencer & Partner
By: Val Cheney
If I told you Facebook was making a comeback, would you laugh at me? It’s a tough sell. If you’re like me, Facebook is less about social media and more about utility. For example, listing a vacuum cleaner on Marketplace, occasionally responding to “Hey Val, is this still available?,” and checking in on your Uncle Ted, who’s retired and living the better half of his days reposting offensive memes.
Facebook is not exactly where internet trends are born, and it’s certainly not where most creators are prioritizing their energy. Well, Meta isn’t exactly green to this, either. Hence why they’re making a very deliberate push to change that: by guaranteeing payment if you return to Facebook.
That’s right, just a few days ago, Meta launched the Creator Fast Track Program. It’s a new initiative designed to attract creators with established followings. But what makes this exciting is that it’s not just any another monetization program. This is a direct, guaranteed payment that’s not based on your content’s performance, but how often you post to Facebook. That’s a pretty big distinction, with implications for both creators and brands.
With over 3 billion globally, Meta isn’t struggling with demand. Their issue stems from a supply issue: there’s a lack of relevant, engaging content because until now, creators have struggled to find their footing. Videos weren’t reaching the right audience or their content was performing better elsewhere.
Take my recent conversation with Lindy Li, for example. A well-versed political strategist, content creator, and writer, she spoke with me and my team about the unusual growth she’s been witnessing over on Facebook recently. Previous videos suddenly started taking off, or performing better than on other platforms. She’s pretty pleased with the results, and like many of us, are witnessing Facebook deliver real results.
How it Works: The structure of the Fast Track program is relatively simple.
Creators with 100,000+ followers on platforms like Instagram, TikTok, or YouTube can earn $1,000 per month
Creators with 1 million+ followers can receive up to $3,000 per month.
LTO: The offer is only on the table for a three-month period, provided creators meet basic activity requirements
Posting 15 Reels within 30 days, spread across at least 10 different days.
What’s interesting is the content doesn’t need to be exclusive to Facebook, which effectively means creators are being paid to cross-post content they’re already producing for other platforms. This program is also in addition to their existing Monetization Program, which launched back in 2024.
From an influencer marketing agency perspective, I can’t help but think we should all be a bit more opportunistic when it comes to this program. After all, campaigns are constantly looking to target older adults, especially as mid-terms loom, but a lack of creators in this space makes it difficult.
By lowering the barrier to entry and guaranteeing results, Facebook is creating a temporary window where more creators are going to be more active. Likewise, the likelihood that your content will be distributed to more audiences is something that benefits those on the brand side.
My question of course is if this test will stand the test of time. Will creators continue posting on FB without the guaranteed income? Will audiences meaningfully engage with the content? Will the uptick in supply allow me to finally unmute my FB notifications? Because if the answer to those questions is no, then this isn’t a true revival and it doesn’t mean we should be changing our long-term strategy.
That said, this moment does mean something much bigger is happening across the social landscape. We are entering an era where platforms are no longer just competing on features or user experience, they are competing on creator payouts. This change in dynamic is exciting, as creators can be more selective about where they spend their time, or how often they experiment with their messaging.
For agencies, it’s no longer just about identifying where audiences are today. It’s about identifying where platforms are investing and determining if there is an opportunity to capitalize on it. In other words, updates like this aren’t necessarily about throwing away your existing learnings, they’re about adapting your programs quickly and strategically.
So, consider this your sign to pay attention to Facebook and see if it PAYS you back. Ha!
By: Val Cheney
This month, Timothée Chalamet challenged the world to a contentious argument about whether traditional art forms like ballet and opera still matter. I’m not here to defend either side because, honestly, I don’t have any skin in the game. However, I do have something to say when it comes to partnering with the creator you’d least expect to champion a message.
Because when Timothée Chalamet says anything even slightly opinionated, people suddenly become deeply invested in a topic they likely didn’t care about five minutes ago. And to me, that reaction reveals something about how we as progressive organizations should engage people in politics and advocacy campaigns.
While it might be hard to believe, most people in this country don’t open up TikTok to learn about policy or the issues shaping their state. They scroll for mindless entertainment (the AI fruit love island thing??) and occasionally to pick up a new skill, keep up with news, or learn a new recipe. But the moment your favorite lifestyle influencer says something slightly opinionated, or even a little bit political, audiences tend to respond like it’s the next Great Debate.
Why? Well #1 it’s because we love to correct one another and #2 perhaps it’s because when your favorite creator is deviating and sharing something vulnerable, audiences respond in the same manner: with their own thoughts, feelings, and concerns related to the matter. It’s organic, it’s honest, and for a lot of folks, it’s surprising.
There’s a lesson here for democrats constantly asking agencies like mine:
Who is the “right” influencer for this campaign?
What makes them credible enough to speak on this topic?
Does their profile already reflect the issue(s) we want them to discuss?
Does their content reflect themes from our existing messaging strategy?
Sure, those are fair questions. But sometimes the most impactful partnerships come from unexpected places. They come from messengers you would’ve never considered or deemed to be the right fit.
Emily Amick explains this perfectly in her Substack, The Influencer Economy Is Political Infrastructure where she says,
The power of creator-driven political media comes from something much more subtle and much more powerful: the accumulated trust that develops when an audience feels like they actually know the person delivering the message. When someone has followed you for years they rely on you in a way that feels less like media consumption and more like conversation.
That doesn’t mean throwing caution to the wind. When creators step outside their expertise or “niche”, there are real risks like misinformation, oversimplification, or speaking over more informed voices. But when done thoughtfully, our job is to present the information that is true, and then invite your creators to share their perspective. Ask them for help connecting the dots to how this relates to your brand’s broader issue or mission. In return, you get something far more powerful than a PSA: content that feels conversational, engaging, and human.
So the next time you’re debating whether to join a conversation—or who should lead it—ask yourself: what would Timmy do?
Browse our current campaign listings and apply to the ones that feel like a fit for you.
Heads up: Some campaigns may only be available to users in certain regions.
People for Affordable Energy: Are your energy bills climbing? If you live in PA, NJ, IL, or MD, you may be feeling it already. Join our campaign to break down why rates are rising, what’s driving costs behind the scenes, and how utility monopolies may be impacting what you pay.
Move Maryland Forward: If you’re in Maryland’s 6th District, join our campaign to spotlight a congressional candidate who’s backing up his words with action—and real investment in the community.
Energy That Works for Virginia: We’re inviting Virginians to share what energy affordability looks like in real life. How do energy costs shape your daily routine, your budget, or decisions at home, work, or on the farm? What feels fair when demand rises and what helps you keep costs manageable?
Fair Housing Expands What’s Possible: The Fair Housing Act has opened doors for generations. Join us in celebrating the progress made in homeownership, the information that others should know when it comes time to buy a home, and why you think more people, especially those that are underrepresented, should care.
Made for Us: Many Americans grew up believing in free, fair, and accessible elections. Overtime, trust and engagement in our elections have shifted. We’re looking for creators who can help re-engage their communities and remind audiences why staying involved in civic life still matters.
Choose the Choices: We’re inviting university students in GA and OH to remind their student body why voting in the primaries is an important and necessary step to ensuring we get to choose the choices in the upcoming general election. Contact valerie@peoplefirst.cc if you’re interested!
Interest in UGC is growing fast, and brands, agencies, and organizations are prioritizing creators who can deliver high-quality UGC at speed. But they’re also looking for more than just content—they want partners who can help shape messaging, provide feedback on briefs, and collaborate closely with teams and stakeholders.
If you’re looking for flexible, fast-moving UGC and extended opportunities, apply to join the People First Creator Studio and get connected to our projects in real time.
Stay close to People First by checking out Influencer Impact: Strategist Edition, where Ryan and Nicole break down why democrats need to be sustaining relationships with influencers all year round.
Otherwise, stay tuned to watch my upcoming podcast interview with Scott Schuler & check in on the Creator Portal to browse our latest campaign.
Ciao for Now,
People First
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