This latest initiative is part of Meta’s ongoing efforts to compete with TikTok and attract its user base. Recently, the company introduced “Edits,” an app resembling ByteDance’s CapCut, which went offline during a ByteDance ban in the U.S. Meta also rolled out features such as an affiliate link system for shoppable content, closely mirroring TikTok Shop.
California – Social media giant Meta is offering financial incentives of up to $5,000 (£4,040) to popular creators in the U.S. who switch to its platforms, Facebook and Instagram.
The offer targets creators joining from “third-party social apps,” with cash rewards based on an evaluation of their social media presence. While TikTok is not directly mentioned, the move appears to coincide with uncertainty surrounding the platform, which has faced political scrutiny and questions about its future in the U.S.
TikTok currently boasts 170 million users in the U.S., many of whom rely on the platform for their income. Meta’s program, dubbed the “Breakthrough bonus programme,” seems designed to attract these users.
Programme Requirements and Conditions
To qualify for the payment, creators must be entirely new to Facebook or Instagram. The program requires participants to post original content regularly, including at least 20 Reels on Facebook and 10 Reels on Instagram during each 30-day period over the program’s first 90 days. Previously shared videos from other platforms are not eligible.
Meta has stated that applications for the program will be reviewed on a case-by-case basis, and not all applicants will be accepted. In addition to the cash incentives, participants will also receive a free subscription to Meta’s blue check verification system.
Meta’s Competition with TikTok
This latest initiative is part of Meta’s ongoing efforts to compete with TikTok and attract its user base. Recently, the company introduced “Edits,” an app resembling ByteDance’s CapCut, which went offline during a ByteDance ban in the U.S. Meta also rolled out features such as an affiliate link system for shoppable content, closely mirroring TikTok Shop.
Further changes include a shift in Instagram’s design, moving away from square posts to rectangular ones—a format popularized by TikTok. This redesign has sparked criticism among some creators, prompting Instagram head Adam Mosseri to address concerns about the lack of communication regarding the changes.
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