Meta, the company behind Facebook and Instagram, has unveiled a new initiative offering up to $5,000 to U.S.-based content creators who are new to its platforms. This strategic move is part of the “Breakthrough Bonus Program,” which aims to attract influencers from rival platforms, particularly TikTok, by incentivising them to create original content for Meta’s apps.
The timing of this offer coincides with ongoing uncertainty surrounding TikTok’s future in the U.S., as questions about its ownership and data security remain unresolved. With over 170 million U.S. users, many TikTok creators rely on the platform for their livelihoods. Meta appears to be leveraging this uncertainty to position itself as an alternative.
Eligibility and Requirements
To qualify for the bonus, creators must be completely new to Facebook or Instagram. Applicants will be evaluated based on their social media presence, and acceptance will be determined on a case-by-case basis. Once approved, creators must post at least 20 original reels on Facebook and 10 on Instagram during each 30-day period over the program’s first 90 days. The content must be fresh, avoiding any videos previously shared on other platforms.
In addition to the cash bonus, participants will receive perks such as free access to Meta’s blue-check verification service, enhancing their credibility on the platforms.
Meta’s Broader Strategy
This initiative is part of Meta’s broader effort to capture market share from TikTok. Recently, Meta introduced several features inspired by TikTok, such as vertical video formats, enhanced affiliate links for shoppable content, and rectangular post layouts on Instagram profiles.
Meta also launched “Edits,” a video editing app similar to TikTok’s popular CapCut, and expanded its e-commerce capabilities to mimic TikTok Shop. These updates aim to create a more attractive ecosystem for influencers and businesses alike.
Challenges and Criticism
Not all responses to these changes have been positive. Instagram’s shift from square to rectangular posts has sparked backlash from users who feel the new design disrupts their profiles’ aesthetic. Addressing the criticism, Instagram head Adam Mosseri admitted, “One of the mistakes I made was not giving people enough of a heads up,” in a post on Threads, another Meta platform launched to rival Twitter, now known as X.
The Race for Creators
Meta’s aggressive recruitment of TikTok creators highlights the growing competition among social media platforms to dominate the creator economy. With TikTok’s future in the U.S. under scrutiny, Meta aims to position itself as a stable and lucrative option for content creators seeking to grow their audiences and monetise their work.
Whether Meta’s cash incentives and new features will be enough to lure creators away from TikTok remains to be seen, but the company’s strategy underscores its determination to lead the social media landscape.