Meta will pay some TikTok creators to post on Instagram and Facebook. Here are the details.
Instagram, Tyler Le/Instagram
- Meta will pay TikTok creators who post on Instagram and Facebook with a new program.
- The "Breakthrough Bonus" will pay eligible creators up to $5,000 within a 90-day period.
- Meta will also ink "content deals" with TikTok creators, a spokesperson told Business Insider.
TikTok is back for now, but Meta is looking to get its creators to post on Instagram and Facebook.
Meta is paying "eligible TikTok creators to help jumpstart their growth on our apps," a Meta spokesperson told Business Insider. The program began testing earlier this month.
Meta has dubbed the program the "Breakthrough Bonus." It allows creators to earn up to $5,000 within 90 days for posting reels to Facebook or Instagram. Eligible creators will also be given access to Facebook's content monetization program, which lets users earn money from posting videos, photos, and text posts.
According to Meta, to be eligible, creators must be adults based in the US, have an "existing presence on a third party social app" — like TikTok — and link to it in the application, have a professional Instagram or Facebook account, and not be participating in any of Facebook's other monetization programs.
Creators will then have to post at least 20 reels on Facebook and 10 reels on Instagram each month during the first 90 days in the program, as well as share content at least 10 days each month.
Bonuses have been Instagram's primary creator monetization option for reels and initially launched in 2021. The bonuses have undergone several changes. For example, the program was paused in 2023 and returned in the form of seasonal bonuses in 2024.
Meta will also soon ink "content deals" with some TikTok creators "to help grow their communities on Instagram and Facebook," the spokesperson said. This isn't the first time Instagram has done this. In 2021, Instagram paid select TikTok creators, including the "Sway Boys," for video content across features like Instagram, Facebook, and Messenger.
Meta is also taking aim at another app owned by TikTok parent ByteDance that is subject to the same divest-or-ban law. This weekend, Meta announced it would launch a stand-alone video editing app for creators called Edits that could compete with ByteDance's CapCut.