Meta Throws $5K at Creators to Steal the Spotlight from TikTok

Meta is coming for TikTok’s creators—literally.

The tech giant has unveiled a new incentive called the “breakthrough bonus program,” offering up to $5,000 to eligible creators who bring their talents to Instagram and Facebook. The move comes as TikTok continues to face potential bans and regulatory scrutiny in the United States, giving Meta the perfect opportunity to woo creators from its biggest competitor.

Here’s how the program works: the bonus is available to U.S.-based creators who already have a presence on another social app and are willing to link it to their Meta accounts during the application process. Once accepted, participants must create a professional account on Instagram and set up a page on Facebook to start earning.

To cash in on the full $5,000, creators are required to share at least 20 Reels on Facebook and 10 Reels on Instagram every 30 days. Additionally, content must be posted on at least 10 separate days each month, with payouts depending on an evaluation of the creator’s overall social media presence. The program spans a 90-day period, during which creators can rack up bonuses for consistent posting.

But it doesn’t stop there—Meta is also giving creators access to its “Facebook Content Monetization” program, which allows them to earn money from photos, text posts, and videos. For some creators, Meta is even sweetening the deal with a free one-year subscription to its Meta Verified program. This offers perks like a blue verification checkmark and impersonation protection, making the transition to Meta’s platforms even more attractive.

While Meta hasn’t explicitly named TikTok as its target, the timing and terms of the program make it clear who they’re after. TikTok has been under the microscope recently due to privacy concerns and political scrutiny, including a temporary ban that had U.S. creators on edge. Meta seems to be taking advantage of this uncertainty by presenting Instagram and Facebook as more stable platforms for creators to build their brands.

Interestingly, the bonus program appears to prioritize Facebook over Instagram, as creators are required to post twice as many Reels on Facebook. This suggests Meta is working to boost original content on the platform, which has faced declining engagement in recent years compared to Instagram.

In addition to the breakthrough bonuses, Meta is reportedly cutting high-value deals with big-name creators. Some TikTok stars have allegedly been offered up to $50,000 per month to post their content on Reels before any other platform. Though Meta hasn’t confirmed these specific deals, a spokesperson said the company has expanded its investments in content partnerships to support more creators.

Meta’s aggressive push to attract TikTok stars comes alongside other updates to its platforms, including extending the length of Instagram Reels to three minutes and redesigning the Instagram grid for better content visibility. With these changes and lucrative offers, Meta is making it clear that it’s ready to compete for the top talent in the creator economy.

So, TikTok creators, what’s the move?