With TikTok facing regulatory hurdles in the U.S., Instagram has seized the moment, rolling out massive financial incentives to attract top content creators.
Reports indicate that Instagram offers TikTok influencers between $10,000 and $50,000 monthly to prioritize posting on Reels before any other platform.
But will creators take the bait, or is this just another short-lived attempt to win them over? Let’s break it down.
Instagram’s Multi-Million Dollar Strategy
Instagram has played catch-up to TikTok in the short-form video space for years. While Reels has grown in popularity, it still struggles to match TikTok’s cultural impact and viral potential.
But now, with TikTok temporarily removed from U.S. app stores and facing a potential ban, Instagram sees a golden opportunity to bring high-profile creators into its ecosystem.
According to reports from The Information and The Verge, Instagram offers monthly bonuses ranging from $10,000 to $50,000 for TikTok influencers who agree to post content exclusively or first on Reels before uploading elsewhere.
Meta is also rolling out a Breakthrough Bonus program, which offers up to $5,000 for new creators who post at least 10 Reels monthly on both Instagram and Facebook.
These offers are being extended to creators who meet specific engagement and follower benchmarks, though the details remain unclear.
A spokesperson from Meta has yet to make an official announcement, and these bonus programs do not appear on Meta’s official creator support pages.
However, multiple creators have received direct offers, reinforcing that Instagram is taking a personalized approach to recruitment rather than launching a public campaign.
Why Now?
The timing of Instagram’s move is no coincidence. With TikTok’s U.S. future uncertain, many creators are worried about losing access to their most extensive audience base.
The app has already been removed from Apple and Google stores, preventing new downloads, and some creators have had trouble updating it on their devices.
This isn’t Instagram’s first attempt to woo creators away from TikTok. In 2021, the company launched a similar Reels Play Bonus program, but it was discontinued in 2023 after creators complained about inconsistent payouts and algorithm shifts that hurt their reach.
Some influencers remain sceptical and worried that Instagram will roll back these bonuses once it has secured enough talent.
What Creators Are Saying
While some TikTok creators see Instagram’s offer as a golden ticket, others are more cautious. The creator community is buzzing with debates over whether jumping to Instagram is worth the risk.
Some influencers see this as an opportunity to build a stable presence on Instagram and reduce their reliance on TikTok. They believe Meta’s strong backing provides a safer long-term environment than TikTok’s uncertainty.
Others remain hesitant, fearing Instagram’s past monetization efforts’ inconsistency. Many point to the sudden shutdown of Instagram’s past bonus programs as a warning sign. Creators don’t want to invest months in Reels only for the payouts to disappear overnight.
Newer creators, however, are diving in headfirst, seeing this as a rare chance to earn guaranteed income while growing their audience on another platform. For smaller influencers who struggle with TikTok’s algorithm unpredictability, Instagram’s bonuses offer a reliable way to monetize their content.
While TikTok remains the most influential short-form video platform, a prolonged ban or continued app store restrictions could drive more creators to explore alternatives.
However, TikTok’s algorithm is far superior regarding organic reach and discoverability. Even with financial incentives, many creators may not want to shift away from the platform that built their careers. Instagram’s Reels engagement still lags behind TikTok, and some influencers fear that Meta’s interest in short-form video will fade once TikTok is no longer a threat.
The real question is: will Instagram’s strategy work, or is this just another short-term play in the ongoing social media wars?
