Is Instagram trying to steal TikTok creators? Here’s what you need to know
Instagram is making a bold move to attract TikTok creators by offering cash bonuses in an effort to dominate the short-form video space.
nstagram is offering creators up to $50,000 per month to post Reels exclusively on its platform before sharing them on other apps like TikTok.
The timing of this push is critical. TikTok has faced challenges in the US due to a law requiring the app to either divest or face a ban.
Instagram is making a bold move to attract TikTok creators by offering cash bonuses in an effort to dominate the short-form video space. According to a report from The Information, Instagram is offering creators up to $50,000 per month to post Reels exclusively on its platform before sharing them on other apps like TikTok. This strategy comes at a time when TikTok faces uncertainty in the US, as the app struggles with legal challenges that have led to its removal from app stores.
Meta, Instagram’s parent company, confirmed the initiative in a statement to The Verge. Paige Cohen, a Meta spokesperson, said that the company has introduced a new Breakthrough Bonus program that rewards TikTok creators with up to $5,000 over three months for posting Reels on Facebook and Instagram. “Over the coming months, we’ll also offer some TikTok creators content deals to help grow their communities on Instagram and Facebook,” Cohen said.
Also read: Instagram announces new app called ‘Edits’ for video editing: All you need to know about it
This isn’t the first time Meta has tried to lure creators away from TikTok. In 2021, Instagram launched a Reels bonus program, but creators reported that payments started to decrease, and the program was eventually discontinued in 2023. Despite this, Instagram seems determined to keep attracting creators with its new financial incentives.
The timing of this push is critical. TikTok has faced challenges in the US due to a law requiring the app to either divest or face a ban, which led to a temporary blackout starting January 19.
Although TikTok began to return online, it still hasn’t been reinstated in app stores, leaving a window for Instagram to capitalise on the situation.
Also read: Instagram unveils 5 new DM features: Edit messages, Pin chats & more
In addition to the cash bonuses, Instagram recently rolled out a series of updates. The platform has changed its profile grid format from squares to rectangles, extended the maximum length of Reels to three minutes, and even teased a new video editing app designed to compete with CapCut.
Only time will tell if Instagram’s efforts will pay off.
Ayushi Jain
Tech news writer by day, BGMI player by night. Combining my passion for tech and gaming to bring you the latest in both worlds. View Full Profile