Instagram is aggressively pursuing TikTok creators during the app's removal from major app stores, offering substantial monthly bonuses for exclusive Reels content. These incentives range from $10,000 to $50,000 per month for creators who post to Reels before other platforms.


Meta has confirmed launching a "Breakthrough Bonus program," offering TikTok creators up to $5,000 over three months for posting Reels on Facebook and Instagram. The company plans to expand these content deals to help creators grow their presence on Meta platforms.

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.

Recent Instagram updates targeting TikTok creators include:

• Extended Reels maximum length to three minutes
• Changed profile grids from squares to rectangles
• Development of a new video editing app to compete with CapCut

While TikTok remains unavailable on app stores following the January 19 federal law implementation, President Trump has signed an executive order delaying its ban. Meanwhile, Meta has made several policy changes, including revising its fact-checking approach, as it attempts to capitalize on TikTok's temporary absence from the market.

Meta spokesperson Paige Cohen confirmed these initiatives are part of a broader strategy to attract and retain content creators on their platforms, with more developments expected in the coming months.

The effectiveness of these incentives remains to be seen, as TikTok's situation continues to evolve and creators weigh their options in the rapidly changing social media landscape.

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