Meta is offering up to $5,000 (£4,040) to popular U.S. creators who join Facebook and Instagram, targeting those from “third-party social apps” based on an evaluation of their social presence. While TikTok isn’t explicitly mentioned, the timing suggests Meta aims to capitalize on its rival’s uncertainty as questions about its future in the U.S. persist.
TikTok, with 170 million U.S. users, is a vital platform for many creators’ livelihoods, prompting Meta’s aggressive push to attract users to its “Breakthrough bonus programme.” Participants who post 20 reels on Facebook and 10 on Instagram monthly within their first 90 days will qualify for the bonus. All content must be original, and only new users to Facebook or Instagram can apply, with Meta evaluating candidates individually. Additional perks include a free subscription to Meta’s blue check verification system.
This initiative follows other Meta moves to compete with ByteDance, such as launching the “Edits” app, mimicking CapCut, and introducing affiliate links for shoppable content, akin to TikTok Shop. Additionally, Instagram profiles now feature rectangular posts and videos, similar to TikTok’s layout, sparking backlash from creators.
Instagram head Adam Mosseri acknowledged criticism, admitting he failed to give users sufficient notice about the design change. Meanwhile, Threads, Meta’s alternative to Twitter, continues its effort to leverage turbulence in the social media landscape.
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