Meta Launches New Program to Lure TikTok Creators to Instagram and Facebook
Meta, the parent company of Instagram and Facebook, has unveiled a new initiative aimed at attracting TikTok creators to its platforms. The program, which began testing earlier this month, is designed to help creators expand their presence on Meta’s social media networks.
The “Breakthrough Bonus Program” offers creators the opportunity to earn up to $5,000 within 90 days. To be eligible, participants must be US-based adults with an existing presence on a third-party app such as TikTok. Additionally, creators are required to have a professional Instagram or Facebook account and must not be involved in other Facebook monetization programs.
The program comes with specific content requirements. Creators must post 20 reels on Facebook and 10 on Instagram monthly, with content shared on at least 10 days each month.
This initiative marks a continuation of Meta’s bonus strategy for creators. Instagram first introduced its bonus system for reels in 2021, paused it in 2023, and reintroduced it as a seasonal bonus in 2024. Bonuses remain a crucial part of Meta’s creator monetization strategy.
In addition to the bonus program, Meta plans to establish content deals with TikTok creators to further expand creator communities on its platforms. This approach echoes previous efforts, such as payments made to popular TikTok creators like the “Sway Boys” in 2021.
Meta’s latest move comes as part of its broader competitive strategy against ByteDance, TikTok’s parent company. The tech giant recently announced a new stand-alone video editing app called Edits, positioning it as a direct competitor to ByteDance’s CapCut.
As the social media landscape continues to evolve, Meta’s efforts to attract and retain creators underscore the ongoing competition for user engagement and content creation across platforms.
