In a strategic move to attract creators from rival platforms, Meta, the parent company of Facebook and Instagram, has introduced the “Breakthrough Bonus” program. This initiative offers substantial financial incentives to content creators who are new to Meta’s platforms. Participants can earn up to $5,000 over a three-month period by consistently posting original Reels—short-form videos—on both Facebook and Instagram. To qualify, creators are required to share at least 20 Reels on Facebook and 10 on Instagram each month. These videos must be unique and not previously published on other platforms. Eligibility criteria include being based in the U.S., at least 18 years old, and new to both Facebook and Instagram. Meta evaluates applications individually, considering the applicant’s existing social media presence. Additional perks of the program include a complimentary subscription to Meta’s blue check verification service.
This initiative comes at a time when TikTok, a major competitor in the short-form video space, is facing regulatory challenges in the U.S., leading to its temporary removal from app stores. Meta aims to capitalize on this uncertainty by attracting TikTok creators to its platforms. In addition to the Breakthrough Bonus program, Meta is reportedly offering select creators monthly bonuses ranging from $10,000 to $50,000 to post Reels exclusively on Instagram before sharing them elsewhere. This strategy is part of Meta’s broader effort to enhance its short-form video offerings and compete more effectively with TikTok.
Furthermore, Instagram has recently implemented several updates to appeal to TikTok users. These include changing the format of profile grids from squares to rectangles, extending the maximum length of Reels to three minutes, and developing a new video editing app designed to compete directly with CapCut, a popular tool owned by TikTok’s parent company, ByteDance. These efforts underscore Meta’s commitment to attracting and retaining creators in the competitive social media landscape.