Meta lures TikTok creators with $5K incentives and content deals

Meta has launched a new initiative to attract TikTok creators to its platforms, offering up to $5,000 in payouts through its "Breakthrough Bonus Program."

The programme is designed to encourage creators to post on Facebook and Instagram, aiming to capture a share of TikTok’s audience.

According to Meta, the program is open to US-based creators who have an existing presence on another social media platform and are willing to link it during the application process.

Eligible participants must create a professional account on Instagram and a Facebook page.

Once accepted, creators are required to post a minimum of 20 Reels on Facebook and 10 on Instagram within each 30-day bonus period. They must also share content on at least 10 separate days during this period.

Creators can earn up to $5,000 over a 90-day span, with payments based on an evaluation of their social presence.

Additionally, creators will have access to Meta’s "Facebook Content Monetisation" programme, allowing them to earn money from various content formats, including text and photo posts.

While Meta does not explicitly mention TikTok, the timing of the program suggests it’s aimed at creators from TikTok who may not yet be active on Facebook and Instagram.

Interestingly, the program requires creators to post more Reels on Facebook than on Instagram, indicating that Meta is particularly focused on boosting original content on Facebook.

The program also includes extra incentives, such as a free one-year trial subscription to Meta Verified for selected creators.

Meta Verified provides perks like a blue check and impersonation protection.

Additionally, Meta has been striking high-profile deals with TikTok creators, reportedly offering up to $50,000 a month for creators to prioritise posting their content on Meta platforms first.

The launch of this bonus program is part of Meta’s broader effort to attract and retain top creators amid growing competition with platforms like TikTok.

Meta recently extended the length of Instagram Reels, allowing creators to post videos up to three minutes long, and redesigned the Instagram grid to enhance user experience.

As Meta continues to invest in content deals and creator incentives, the company is hoping to further establish itself as a key platform for digital influencers in the social media space.