Instagram Offers Top TikTok Creators Up to $50,000 Monthly for Reels Exclusivity
Instagram is aggressively targeting TikTok creators by offering substantial financial incentives during TikTok's app store absence.
According to The Information, Instagram is offering top creators monthly bonuses ranging from $10,000 to $50,000 for posting exclusively to Reels before sharing content on other platforms. Meta has confirmed launching a "Breakthrough Bonus program" that enables TikTok creators to earn up to $5,000 over three months for posting Reels on Facebook and Instagram.
Photo Credit: Meta
Recent platform updates to attract TikTok creators include:
- Extended Reels duration to three minutes
- Changed profile grid format from squares to rectangles
- Development of a new video editing app to compete with CapCut
This isn't Meta's first attempt at creator incentives. A similar Reels bonus program launched in 2021 was eventually discontinued in 2023 after gradually reducing payments throughout 2022.
The timing coincides with TikTok's temporary removal from US app stores following new federal regulations effective January 19. However, President Trump has signed an executive order delaying the ban shortly after it went into effect.
Meta spokesperson Paige Cohen confirmed the company's plans to offer additional content deals to help TikTok creators grow their communities on Instagram and Facebook in the coming months.
These developments occur alongside Meta's other strategic changes, including revised fact-checking policies, as the platform aims to strengthen its position in the short-form video market while TikTok faces regulatory challenges.