San Francisco, January 22, 2025 – The Europe Today: : Social media giant Meta has launched an aggressive campaign to attract popular TikTok creators in the United States, offering financial incentives and platform perks to those who switch to Facebook and Instagram.
Creators who join from “third-party social apps” can earn up to $5,000 (£4,040), according to media reports. Meta says the payouts will be based on “an evaluation of your social presence.” While TikTok is not explicitly named, the move appears timed to capitalize on uncertainties surrounding TikTok’s future in the U.S., as concerns persist over its operations amid regulatory scrutiny.
TikTok boasts 170 million users in the U.S., many of whom depend on the platform for income. Meta’s initiative, called the “Breakthrough Bonus Programme,” offers payments to newcomers who post original content consistently during their first 90 days on the platform. Participants must upload at least 20 reels on Facebook and 10 reels on Instagram every 30 days. Reels are Meta’s version of TikTok-style vertical videos.
The program is exclusive to individuals completely new to Facebook and Instagram, with applications reviewed on a case-by-case basis. Additional incentives include free access to Meta’s blue-check verification system.
This initiative is part of Meta’s broader strategy to compete with ByteDance, TikTok’s parent company. Recently, Meta unveiled Edits, an app similar to ByteDance’s video editing tool CapCut, and announced new affiliate link features allowing users to monetize their content directly, similar to TikTok Shop.
In a more direct move, Meta has also reshaped Instagram’s interface by replacing square profile posts with rectangular ones, mirroring TikTok’s design. While the changes aim to make Instagram more competitive, they have drawn criticism from some creators. Instagram head Adam Mosseri acknowledged the backlash, admitting a lack of prior communication.
Meta’s series of innovations reflects its ongoing push to capture TikTok’s creator base and adapt to the rapidly evolving social media landscape.
