Meta has launched an aggressive campaign to attract TikTok creators to Instagram and Facebook amid ongoing uncertainty around TikTok's future in the United States. The company's latest initiative, dubbed the "Breakthrough Bonus" program, offers substantial financial incentives to convince content creators to prioritize posting on Meta's platforms.
Under the new program, Meta is offering creators up to $5,000 in bonuses during their first 90 days for posting original content across Instagram and Facebook. To qualify, creators must share at least 20 reels on Facebook and 10 reels on Instagram within each 30-day period.
The package includes additional perks such as immediate access to Meta's Content Monetization program and a complimentary one-year subscription to Meta Verified, which provides creators with the coveted blue verification badge.
Meta's timing appears strategic, as TikTok faces regulatory challenges in the United States. While the app remains operational, it was temporarily removed from app stores following recent legislation.
The tech giant has also made several platform updates to make Instagram more appealing to TikTok users. Recent changes include extending Reels' maximum length to three minutes and modifying profile grid layouts from squares to rectangles. Meta is also developing a video editing app to compete with TikTok's CapCut.
However, Meta's track record with creator incentives has been inconsistent. In 2021, the company launched a similar Reels bonus program, but gradually reduced payouts before discontinuing it entirely in 2023. This history may make some TikTok creators hesitant to switch platforms.
Despite these challenges, Meta continues to emphasize its commitment to creator success, highlighting that Facebook has paid content creators over $2 billion for various content formats in the past year.
The effectiveness of Meta's strategy remains to be seen, as TikTok maintains strong user loyalty despite its current challenges. The outcome may depend on TikTok's ability to navigate its regulatory hurdles and Meta's commitment to sustaining its creator incentives long-term.