As TikTok operates in a tenuous regulatory environment in the United States, Meta has seized the opportunity to strengthen its position in the social media industry by introducing a lucrative incentive program for creators.
The company is offering up to $5,000 in bonuses to content creators who commit to producing original Reels for Instagram and Facebook, hoping to lure them away from struggling TikTok. The move demonstrates Meta CEO Mark Zuckerberg’s aggressive strategy to capitalize on TikTok’s vulnerabilities.
The program, dubbed a “breakthrough bonus program,” is designed to attract creators with active subscribers on other platforms. Eligible creators must post a specific number of Reels on Facebook and Instagram within a specified time frame, ensuring consistent engagement across Meta platforms.
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Creators who participate will earn 90-day bonuses by sharing at least 20 Reels on Facebook and 10 on Instagram. Posts must be spaced at least 10 different days apart and must be uploaded exclusively via mobile devices, eliminating the possibility of desktop uploads. Content must also be original and not cross-published on both platforms.
This offering targets mid-level creators rather than big TikTok stars. Meta would offer top creators up to $50,000 per month to prioritize Reels content, but the new bonus program aims to build momentum among everyday creators, a demographic critical to driving consistent engagement from users.
A tale of two tech titans
Meta’s aggressive tactics stand in stark contrast to the stance of Elon Musk, owner of X (formerly Twitter). Musk recently expressed his opposition to banning TikTok in the United States, while acknowledging that such a ban could benefit his platform.
In a public statement, Musk said: “In my opinion, TikTok should not be banned in the United States, even though such a ban could benefit the entire United States. platform. This would be contrary to freedom of expression. This is not what America stands for.
Musk’s statement emphasizes the principles of free speech and individual choice, positioning himself as a defender of these ideals. Zuckerberg, on the other hand, took a more calculated approach, using TikTok’s legal troubles to bolster Meta’s own platforms. Zuckerberg aims to reduce TikTok’s dominance in the short-form video space while expanding Instagram and Facebook’s user-generated content ecosystem, offering financial incentives to creators.
TikTok faces increasing regulatory scrutiny in the United States as lawmakers worry about national security risks linked to its Chinese ownership. Earlier this week, the platform experienced a temporary outage, highlighting its uncertain future. Although an executive order gave TikTok 75 days to find a U.S.-based buyer, the specter of a possible ban looms large, creating instability for creators who rely on the platform.
Meta’s bonus program comes at a time when creators are exploring alternatives, wary of TikTok’s long-term viability. This uncertainty presents Meta with an opportunity to attract creators seeking stability, resources, and a large, established user base.
However, Meta’s move underscores Zuckerberg’s broader ambition to dominate the short-form video market, an area in which TikTok has dominated with innovation and cultural relevance. Reels, Meta’s answer to TikTok, has steadily gained traction but still lags behind in user engagement and unique content.
While TikTok has managed to cultivate a strong following among Gen Z, Meta’s platforms benefit from their longevity and vast reach. Meta not only seeks to create a richer content library, but also aims to diversify its audience demographics, ensuring its relevance across multiple age groups.
