In a strategic move to attract popular creators, Meta, the parent company of Facebook and Instagram, has announced a program offering up to $5000 (£4,040) to influencers who join its platforms. This initiative, known as the “Breakthrough Bonus Program,” aims to entice users from competing social media apps, particularly TikTok, amid ongoing uncertainties surrounding the platform’s future in the U.S.
Cash Incentives for New Users
Meta’s program promises financial rewards for creators who sign up and engage with the platforms. According to the announcement, users will be compensated based on an evaluation of their social presence. While Meta doesn’t explicitly name TikTok, the timing of the offer suggests it is targeting creators from the rival app, especially as concerns about TikTok’s viability in the U.S. grow.
TikTok boasts around 170 million users in the United States, many of whom rely on the platform for their income. Should TikTok face restrictions or disappear, these creators will likely seek alternative platforms, making Meta’s offer even more appealing.
Program Requirements
To qualify for the $5,000 bonus, new users must meet certain criteria. They are required to post regularly on both Facebook and Instagram, including at least 20 Reels on Facebook and 10 Reels on Instagram within each 30-day period. Importantly, these must be original videos, not previously shared on other platforms.
Moreover, this opportunity is exclusively available to individuals who are entirely new to either Facebook or Instagram. Meta will evaluate applications on a case-by-case basis, determining eligibility based on the creators’ social media presence.
In addition to cash incentives, the program includes perks such as a free subscription to Meta’s verification system, which provides users with a blue check mark.
Meta’s Ongoing Rivalry with TikTok
Meta’s attempt to attract TikTok users is part of a broader strategy to compete with ByteDance, TikTok’s parent company.
The aesthetic changes to Instagram also reflect Meta’s desire to adopt elements from TikTok. For instance, user profiles now display rectangular posts and videos, deviating from the traditional square format. This update has met with some criticism from creators, prompting Instagram’s head, Adam Mosseri, to acknowledge the backlash and express a need for better communication regarding the changes.
Conclusion
Meta’s $5,000 incentive program signifies its commitment to capturing a larger share of the creator economy by enticing TikTok users to transition to Facebook and Instagram. As the social media landscape continues to evolve, this initiative underscores the fierce competition among platforms for content creators. By offering financial rewards and innovative features, Meta aims to solidify its position as a leading platform for social media influencers.
