Instagram began to lure bloggers from TikTok with cash bonuses of up to $50 thousand per month

Taking advantage of the absence of TikTok in app stores, the social network Instagram✴ is trying to attract video creators with large cash bonuses for the exclusive publication of Reels videos on its platform, The Information reported. Creators are offered compensation ranging from $10,000 to $50,000 per month if they first post their short videos on Instagram✴ before publishing them on other platforms such as TikTok.

Image source: Alexander Shatov/unsplash.com

Meta✴ previously increased payments to video creators to compete with TikTok, but this did not last long. In 2021, Instagram✴ launched a bonus program for Reels, and already in 2022, authors began to receive messages about reductions in payments, after which the program was completely closed in 2023.

Messages about an increase in Instagram✴ bonuses for bloggers appeared at a difficult time for TikTok. After a short shutdown due to the ban that came into force, TikTok resumed work in the US last Sunday and one of the first documents that Donald Trump signed after taking office was a decree delaying the ban on TikTok in the US for 75 days .

Last week, Instagram✴ announced a number of updates, including changing the format of profile grids from squares to rectangles, as well as increasing the maximum length of videos in Reels to three minutes. Instagram✴ CEO Adam Mosseri also announced the video editing app Edits, a competitor to ByteDance’s CapCut app, which, along with TikTok, was removed from the US sections of the Apple App Store and Google Play after the new law came into force.

All this may not be enough to attract TikTok creators, some of whom were unhappy with the weakening of Meta✴ moderation and policy changes, writes The Verge.