Meta’s New Bonus Program Aims to Attract TikTok Creators
Meta is making aggressive moves to attract creators from rival platforms, particularly TikTok, with a new “breakthrough bonus program.” The initiative offers up to $5,000 to creators who are new to Facebook and Instagram, providing an enticing opportunity for those who are considering diversifying their presence across social media platforms.
How the Bonus Program Works
According to Meta, the program is open to U.S.-based adults who already have an established presence on another social app that can be linked during the application process. Creators who are accepted into the program will need to meet specific posting requirements to earn their bonuses.
Participants will be required to:
- Create a professional account on Instagram and a Facebook page.
- Share at least 20 Reels on Facebook and 10 Reels on Instagram within a 30-day bonus period.
- Post content on at least 10 separate days in each 30-day bonus period.
Creators can earn up to $5,000 over a 90-day period, with individual payouts determined by an evaluation of their social media presence. In addition to the breakthrough bonus program, creators will also have the chance to participate in Meta’s “Facebook Content Monetization” program, which allows them to earn money from text and photo posts, as well as video content.
Targeting TikTok Creators
While Meta avoids naming TikTok explicitly, the timing of this bonus rollout clearly signals its intent to lure creators away from the platform. The terms of the program also reveal an effort to prioritize Facebook-specific content, as creators are required to post twice as many Reels on Facebook as they do on Instagram. This indicates Meta’s push to boost original content on Facebook, which has seen slower growth compared to Instagram.
Meta’s strategy doesn’t stop at bonuses. The company is also offering some creators a free one-year subscription to Meta Verified, which provides perks like a blue checkmark and impersonation protection. Additionally, Meta recently extended the length of Reels on Instagram from 90 seconds to up to three minutes and redesigned the Instagram grid — further incentivizing creators to utilize its platforms.
Bigger Deals for Top Creators
For high-profile creators, Meta is reportedly offering even more lucrative deals. According to The Information, some TikTok stars are being offered bonuses of up to $50,000 per month in exchange for posting their content on Reels first. While Meta has not confirmed the specifics of these deals, a spokesperson stated that the company has “recently expanded our investment” in content deals to support more creators.
The Bigger Picture
This latest push demonstrates how serious Meta is about competing with TikTok, particularly as TikTok’s future in certain markets, including the U.S., remains uncertain. Though the TikTok ban earlier this year was short-lived, Meta seems determined to capitalize on any instability, positioning itself as a more stable and lucrative platform for creators.
For creators weighing their options, Meta’s program offers both financial incentives and tools to grow their audiences on Facebook and Instagram. Whether these efforts will be enough to draw creators away from TikTok remains to be seen, but it’s clear that Meta is doubling down on its commitment to winning the creator economy.
