Meta, the parent company of Instagram and Facebook, is aggressively courting TikTok stars amid growing uncertainty surrounding TikTok’s future in the United States. With TikTok facing potential restrictions and a looming ban due to its Chinese ownership, Meta is ramping up its efforts to lure popular creators to its own video platform, Instagram Reels.
The latest move in Meta’s strategy involves the launch of the “Breakthrough Bonus” program. This initiative offers eligible TikTok creators the chance to earn up to $5,000 over three months for posting their content on Instagram and Facebook. A Meta spokesperson described the program as a way to “jumpstart their growth” on Meta’s apps. This comes on the heels of recent updates that allow videos on Instagram Reels to be up to three minutes long, a significant increase from the previous 90-second limit. In addition, Meta is rolling out a new video editing tool for iPhone users, which will debut in February.
These moves come as TikTok’s position in the U.S. remains precarious. The app is facing potential restrictions due to concerns over its ties to the Chinese government, with fears that user data might be exploited for espionage or manipulation. The situation escalated under President Donald Trump’s administration, which imposed a law demanding TikTok sell its U.S. operations or face a nationwide ban. Though the enforcement of this law has been delayed, TikTok’s uncertain future has left many content creators looking for more stable platforms to post their work.
Meta is seizing this volatility as an opportunity to expand Instagram Reels. In addition to the financial incentives, Meta is reportedly offering large cash sums to TikTok creators with substantial followings, further sweetening the deal. As a result, Instagram has become a major alternative for creators looking for a more reliable platform.
However, analysts caution that Meta’s strategy may face resistance. Emarketer’s Jasmine Enberg noted that while the cash incentives are appealing, some creators might balk at Meta’s aggressive moves, perceiving them as “blatant copycat behavior” in response to TikTok’s success. Additionally, Meta’s ties to the Trump administration may alienate some creators, particularly those who are politically opposed to the company’s previous associations.
Despite these challenges, the financial rewards could be enough to persuade creators to switch. Ultimately, many users will likely follow their favorite creators to Instagram if the bonuses are enticing enough. As TikTok’s future in the U.S. hangs in the balance, Meta is positioning itself to capture a significant share of the creator economy.
