Instagram Reportedly Offering Large Bonuses to Attract TikTok Creators to Reels

Tristan Collins
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In an aggressive move to capture market share from TikTok, Instagram has reportedly begun offering large bonuses to attract creators to focus on producing Reels exclusively for their platform.

According to The Information, these bonuses range from $10,000 to $50,000 per month and come with a catch: creators must debut their short-form videos on Instagram before they can post them anywhere else, including TikTok.

This strategy isn’t new for Meta, Instagram’s parent company, which has previously increased payouts to compete with TikTok.

However, their track record shows that these generous offers tend to be short-lived. A Reels bonus program launched in 2021 saw significant cuts by 2022 and was eventually discontinued in 2023.

The timing of Instagram’s renewed push coincides with significant challenges for TikTok. Following a federal law that required the app to either divest or face a ban, TikTok was temporarily unavailable in the U.S. from January 19.

It only began reappearing online on Sunday and has yet to make a return to app stores. This legal predicament followed an executive order signed by President Donald Trump, which delayed the ban’s enforcement.

Amid these developments, Instagram announced several updates aimed at appealing to TikTok’s creative crowd.

Adam Mosseri, the head of Instagram, revealed changes including a shift in profile grid layouts from squares to rectangles and an extension of the maximum length for Reels to three minutes.

Mosseri also shared plans for a new video editing and creation app designed to take on TikTok’s CapCut, owned by ByteDance, TikTok’s parent company.

Despite these efforts, not all content creators are satisfied with Meta’s approach, especially given recent flip-flops on policy changes and fact-checking practices intended to align with the new administration’s preferences.

These decisions could potentially deter TikTok creators from making the switch to Instagram, regardless of the financial incentives.

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Tristan has a strong interest in the intersection of artificial intelligence and creative expression. He has a background in computer science, and he enjoys exploring the ways in which AI can enhance and augment human creativity. In his writing, he often delves into the ways in which AI is being used to generate original works of fiction and poetry, as well as to analyze and understand patterns in existing texts.