Meta has launched an aggressive campaign to attract TikTok creators to its platforms, offering financial incentives, content deals, and tools to grow their audiences.
The company announced on Tuesday that eligible TikTok creators could earn up to $5,000 in bonuses over three months for posting Reels on Facebook and Instagram.
In addition to bonuses, Meta will grant these creators access to its Facebook Content Monetization program, enabling them to earn revenue from videos, photos, and text posts on the platform. To further entice TikTok creators, Meta plans to provide content deals to help expand their reach on Instagram and Facebook.
Selected creators will also receive a one-year trial of Meta Verified, which includes a verified badge, account support, and impersonation protection. However, Meta has not disclosed the criteria for selecting creators eligible for this trial.
Meta’s strategy coincides with TikTok’s ongoing challenges in the United States. Although TikTok resumed operations after a 12-hour blackout last weekend, it remains absent from Apple and Google app stores, and while President Donald Trump issued an executive order on Monday to delay the enforcement of a TikTok ban by 75 days, the app’s future on U.S. platforms remains uncertain.
Meta appears to be capitalizing on TikTok’s instability by actively courting its creators. The company is also enhancing its Reels format to make it more appealing to short-form content creators. U.S.-based Instagram users can now upload Reels up to three minutes long, a significant increase from the previous 90-second limit. While this update narrows the gap with TikTok, the ByteDance-owned platform still allows videos up to 10 minutes long, and in some cases, up to an hour.
Meta has announced plans to make Reels more prominent across Instagram and Facebook. Users may soon see recommended Reels higher up in their home feeds and search results, signaling Meta’s push to prioritize short-form content.
To help newer creators gain visibility, Meta has optimized its ranking systems to ensure fresh talent can break through and reach broader audiences. The platform will also allow creators to display their Instagram, TikTok, or YouTube handles and follower counts on their Facebook profiles to boost credibility.
Meta is rolling out additional features to further attract creators and users. On Sunday, the company revealed plans to launch a new editing app called Edits, similar to TikTok’s CapCut, in February.
Earlier, Meta introduced updates to Instagram, including a “reply bar” feature to encourage discussions about Reels and a revamped feed to help users discover Reels liked by their friends and followers.
