Meta’s new bonus programme targets creators with a $5,000 reward for making content on Facebook and Instagram.
In a bold move amid growing uncertainty surrounding TikTok, Meta has launched its “Breakthrough bonus programme” offering US creators up to $5,000 (£4,040) to switch platforms and produce content on Facebook and Instagram.
While Meta hasn’t explicitly mentioned TikTok, the timing of the programme coincides with a precarious moment for TikTok creators in the US. The app briefly went offline on Sunday ahead of a potential ban enforced by President Joe Biden, though it was later reinstated after Donald Trump, his successor, postponed the ban for 75 days. This temporary lift on the ban, however, has left TikTok creators uncertain about their future.
Meta’s new initiative seeks to capitalise on that uncertainty by appealing directly to creators who are concerned about TikTok’s viability in the US. To be eligible for the bonus, creators must share at least 20 reels on Facebook and 10 reels on Instagram within the first 30 days of joining the programme. These videos must be original content and come from a US-based creator aged 18 or older. Furthermore, creators must have an established presence on another social media platform, with Meta specifying that participants must be entirely new to Facebook or Instagram.
While TikTok’s brief suspension sparked waves of anxiety across its creator community, Meta’s “Breakthrough bonus” provides an enticing financial incentive for those looking to diversify their social media presence. Meta has promised to evaluate bonuses based on the creator’s “social presence,” rewarding those with a strong online following.
Meta’s efforts also coincide with rising speculation around TikTok’s future. After Sunday’s outage, discussions have emerged about potential new ownership for TikTok’s US operations, with reports suggesting that American business leaders may be interested in purchasing the app from its current Chinese owner, ByteDance.
With the future of TikTok hanging in the balance, Meta’s strategic offer to attract creators could serve as a significant shift in the social media landscape, positioning Facebook and Instagram as potential new homes for influencers and content creators.
