Instagram is actively pursuing TikTok creators and producers during TikTok's app store absence, offering substantial financial incentives for exclusive Reels content.

Meta's "Breakthrough Bonus program" offers TikTok creators up to $5,000 over three months for posting Reels on Facebook and Instagram. Additionally, select creators are being offered monthly bonuses ranging from $10,000 to $50,000 for platform exclusivity before sharing content on other platforms.

This aggressive creator acquisition strategy includes several platform updates designed to attract TikTok users:

• Extended Reels maximum length to three minutes
• Profile grid format change from squares to rectangles
• Development of a new video editing app to compete with CapCut

While Instagram previously launched a similar Reels bonus program in 2021, it was eventually discontinued in 2023 after gradually reducing creator payments throughout 2022. The current initiative appears more strategic, targeting specific high-profile creators during TikTok's vulnerability period.

Meta spokesperson Paige Cohen confirmed these developments, stating the company plans to offer additional content deals to help TikTok creators grow their presence on Instagram and Facebook. However, the long-term sustainability of these incentives remains uncertain, especially considering President Trump's executive order delaying TikTok's ban shortly after it went into effect.

The platform's strategy demonstrates Meta's continued efforts to compete with TikTok's dominance in short-form video content, though the success of these initiatives will largely depend on creator adoption and user engagement.

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