Meta Creator Enablement Programme
A six-month programme bringing thirty-plus YouTube creators onto Facebook's video surface — directly enriching the platform's library.
A platform's library only grows as fast as the creators it hosts. We hosted the creators.
01 The Snapshot
98 spearheaded the Meta Creator Enablement Programme — a six-month engagement with thirty-plus creators already thriving on YouTube, designed to enrich Facebook's video library with native, original content. The work was strategic: we ran the creator side of a platform's growth engine.
02 The Strategic Move
Meta knows what its library needs. The harder question is the production capacity to make it happen at scale. We took on the creator-side operations — sourcing, briefing, output cadence, quality control, payment ops — for thirty-plus YouTubers across six months. The deliverable: a video library Facebook could grow without standing up its own creator-ops desk.
03 The Programme Mechanics
YouTube as a casting filter — the platform already does the audience-validation work. From there: roster shortlisting, monthly content cadences, FB-native format guidance (vertical reels, longer-form watch-windows, captioning), and the back-office work of running thirty-plus creator contracts in parallel.
The work is invisible when it's working. Meta sees a steady library; the creators see consistent monthly output without the back-and-forth.
04 What This Proved
Platform clients are operations clients. Meta isn't buying creative; it's buying creator-ops at scale. Different sales motion, different pricing, different KPI.
Cross-platform creator routing is the unlock. The same creator on YouTube and Facebook costs the platform less than two unique creators. Library growth is cheaper through migration than through fresh casting.
30+ creators × 6 months is one ops product. The right number isn't ten or a hundred; it's the number an ops desk can run without dropping a contract — that's why this programme worked.
Sourcing. This is the case record as published in Ninety-Eight’s archive; the same data renders the case file on the landing page, so the two cannot disagree. Reach is combined follower reach — the sum of the follower counts of the handles that posted — not impressions, not views.