Meta is offering popular creators in the U.S. up to $5,000 to join Facebook and Instagram through its new “Breakthrough Bonus Program.” The company is targeting influencers from other social media platforms, a move that seems aimed at capitalizing on the uncertainty surrounding TikTok’s future in the U.S.
How the Program Works
Meta’s website states that those accepted into the program will receive payments within their first 90 days, provided they post regularly. Creators must publish at least 20 Reels on Facebook and 10 Reels on Instagram each month. However, these videos must be original, and not previously shared on other platforms.
In addition to cash incentives, Meta is offering creators a free subscription to its blue check verification system, which provides additional credibility and access to platform support. However, only those new to either Facebook or Instagram are eligible to apply.
Meta said, “The cash incentives will be evaluated based on the creator’s social presence, and not everyone will be accepted.”
Meta’s Strategy to Attract TikTok Creators
This program comes at a time when TikTok, which boasts 170 million users in the U.S., faces potential bans and uncertainty. Many influencers rely on the platform for their livelihood, and Meta is positioning itself as an alternative.
Recently, Meta introduced “Edits,” an app similar to ByteDance’s CapCut, a popular video editing tool. In a further bid to attract TikTok users, Meta has also launched a new affiliate link system, allowing creators to embed shoppable links directly in their videos—just like TikTok Shop.
Meta’s Instagram has also undergone a significant visual change, shifting from square to rectangular posts. Instagram boss Adam Mosseri addressed the backlash, admitting, “One of the mistakes I made was not giving people enough of a heads up.”
Meta’s efforts to draw TikTok creators signal a competitive push to dominate short-form video content. While some creators are intrigued by the financial incentives and new features, others remain hesitant about switching platforms.
For more details, visit Meta’s official website.