Instagram is attempting to reel in TikTok’s creators.
The Meta-owned company is offering creators large cash bonuses to exclusively post Reels on Instagram, according to a report from The Information,
The bonuses reportedly range from $10,000 to $50,000 per month.
To qualify for the payout, creators would have to post videos on Instagram before publishing them on any other platform, including TikTok.
Meta spokesperson Paige Cohen confirmed to The Verge that they launched a Breakthrough Bonus program, in which accepted creators will automatically start earning money through the Content Monetization program — plus up to $5,000 in bonuses to help them “get off the ground” for the first 90 days.
“Over the coming months, we’ll also offer some TikTok creators content deals to help grow their communities on Instagram and Facebook,” Cohen told the outlet.
This isn’t the first time Meta has attempted to poach creators with a bonus incentive, though it wasn’t as successful as they had hoped.
In 2021, Instagram offered a bonus program that gave creators as much as $35,000 a post to bring them over to Instagram Reels, but in 2022, users claimed that the platform was cutting their payments. The program was eventually completely discarded in 2023.
Instagram has made other changes in the past few weeks in a bid to attract TikTok users as the future of that app remains unknown.
On Sunday, Instagram head Adam Mosseri announced a new app called Edits, a video-editing app that could take the place of the ByteDance-owned video-editing app CapCut — which was also banned alongside TikTok.
Instagram’s profile grids now display all posts as rectangles with a 4:5 ratio rather than squares, — a change that rolled out this past weekend. They are also looking into moving story highlights into the grid, making a separate tab for them.
Additionally, now your friends can see what Reels you like on Instagram.
