Meta Entices TikTok Creators with Lucrative Incentives

Meta Platforms is actively courting TikTok content creators by offering substantial financial incentives to encourage their transition to Meta’s social media platforms, Facebook and Instagram. This strategic move comes amid TikTok’s ongoing regulatory challenges in the United States, which have led to its temporary removal from app stores.

Central to Meta’s initiative is the “Breakthrough Bonus” program, designed to attract creators new to Facebook and Instagram. Eligible participants can earn up to $5,000 over a 90-day period by posting Reels—short-form video content—on both platforms. To qualify for the full bonus, creators are required to share at least 20 Reels on Facebook and 10 on Instagram within each 30-day bonus period, ensuring active and consistent engagement. Additionally, these creators gain access to Facebook’s Content Monetization program, enabling them to generate revenue from various content forms, including videos, photos, and text posts.

Beyond the Breakthrough Bonus, Meta is reportedly offering select creators monthly bonuses ranging from $10,000 to $50,000 for exclusive content posted on Instagram. This approach aims to incentivize high-profile influencers to prioritize Meta’s platforms over competitors. Furthermore, Meta is extending content deals and a one-year trial of Meta Verified—a service providing a verified badge, account support, and impersonation protection—to certain TikTok creators, enhancing their experience and security on Facebook and Instagram.

These efforts coincide with TikTok’s precarious position in the U.S. market. The platform faces potential bans due to regulatory concerns, leading creators and businesses to seek alternative avenues for audience engagement and revenue generation. TikTok estimates its economic impact in the U.S. at over $20 billion annually, with influencers and small businesses bracing for significant financial setbacks should a ban be enforced. For instance, entrepreneurs like Ella Livingston of Cocoa Asante anticipate substantial monthly sales losses, which could necessitate workforce reductions.