Instagram, amid uncertainty with TikTok, has launched a new bonus program that offers cash rewards to creators who publish videos on Reels earlier than on other platforms.
According to the report by The Information, the size of the bonuses ranges from $10,000 to $50,000 per month, but Meta has so far only confirmed that the initial amount will not exceed $5,000 for three months.
“In the coming months, we will offer TikTok creators content deals to help grow their communities on Instagram and Facebook,” said Meta spokesperson Paige Cohen in a comment to The Verge.
In the past, Meta has already offered bonuses to bloggers to compete with TikTok — the previous program was launched in 2021, payments were reduced in 2022, and the program was completely closed within a year.
The report about the new bonus program comes at a time of uncertainty for TikTok, which faced a temporary block in the US. President Donald Trump, upon taking office, postponed the ban for 70 days in attempts to save the social network and find it a new owner in the US. Later, he stated that “he’s open to” TikTok being bought by Elon Musk or Larry Ellison, but the businessmen have not yet made any statements.
During the last week, Instagram also announced a series of updates, which included extending the duration of Reels to three minutes and launching a new video-editing application called Edits (a competitor to the also temporarily banned CapCut from ByteDance).
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