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3mo ago

Meta Offers Up to $50,000 to Lure TikTok Creators to Instagram and Facebook

The initiative targets creators uncertain about TikTok's future in the U.S., leveraging cash bonuses and new tools to bolster Meta's Reels platform.

Meta is offering creators up to $5,000 to post on its platforms first.
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As Instagram strives to lure TikTok stars to its challenger Reels, some creators are put off by moves by parent company Meta to align itself with US political conservatives opposed to efforts to fight disinformation online

Overview

  • Meta's 'Breakthrough Bonus Program' offers up to $5,000 to smaller creators for posting Reels on Instagram and Facebook over 90 days, with strict posting and originality requirements.
  • Select top-tier TikTok influencers are being offered monthly incentives of $10,000 to $50,000 to prioritize Instagram Reels, with exclusivity periods for their content.
  • The program coincides with TikTok's legal troubles in the U.S., including a temporary shutdown and ongoing uncertainty over a potential nationwide ban.
  • Meta has introduced updates to Reels, including extending video length to three minutes and launching 'Edits,' a video editing app similar to TikTok's CapCut, which is now unavailable in the U.S.
  • Experts suggest that while Meta's cash incentives may attract some creators, long-term loyalty will depend on sustained audience growth and consistent revenue opportunities.