Meta's $5,000 Offer: A Bold Move to Lure TikTok Creators to Facebook and Instagram

Meta, the parent company of Facebook and Instagram, has launched a new initiative called the “Breakthrough Bonus Programme” aimed at attracting popular creators from competing platforms, particularly TikTok. The programme offers up to $5,000 to creators in the US who are new to either Facebook or Instagram, incentivizing them to join by evaluating their social presence. To qualify, participants must create a minimum of 20 Reels on Facebook and 10 on Instagram each month, with original content that hasn’t been posted elsewhere. This strategy coincides with growing uncertainty around TikTok, which boasts 170 million US users, many of whom depend on the platform for their income. With potential restrictions looming on TikTok due to political concerns, Meta seems to be positioning itself as a viable alternative.

In addition to financial incentives, Meta has unveiled other changes to enhance user experience and competition against TikTok, including the launch of a video editing app similar to ByteDance’s CapCut and new affiliate link features for creators focused on shoppable content. These developments underscore Meta’s commitment to transforming its platforms to more closely mirror TikTok’s successful elements, including a noticeable shift in Instagram’s post format from square to rectangular, prompting some backlash from creators unhappy with these changes. Meta’s quick response to capitalize on the potential fallout surrounding TikTok is indicative of the intensifying competition within the social media landscape.