In the wake of TikTok’s ongoing absence from app stores, Instagram is making a concerted effort to poach top creators from the platform. According to reports, the Meta-owned social network is offering creators lucrative monthly bonuses ranging from $10,000 to $50,000 to post their content exclusively on Reels.
This move appears to be part of a broader strategy from Instagram to cater to the influx of TikTok creators. The platform has also extended the maximum length of Reels to 3 minutes and announced plans for a new video editing app to compete with TikTok’s CapCut.
A Meta spokesperson confirmed the launch of a “Breakthrough Bonus program,” which will provide creators with up to $5,000 over three months for posting Reels on Facebook and Instagram. The spokesperson also hinted at additional content deals for TikTok creators in the coming months.
However, this is not the first time Meta has attempted to lure creators away from TikTok. A similar Reels bonus program was introduced in 2021 but was short-lived, with creators reporting significant payment cuts by 2022 until the program was ultimately discontinued in 2023.
