Meta is offering deals to creators to promote Instagram on other short-form video platforms like TikTok, Snapchat, and YouTube, according to CNBC.
With TikTok temporarily unavailable for download in the U.S., Meta is taking advantage of the opportunity to attract more users to Instagram, its flagship social media platform.
Meta’s deals with creators require them to promote Instagram twice a month on other short-form video platforms like Snapchat, YouTube Shorts, and others, according to a contract reviewed.
The contract also stipulates that creators must commit to three months of posting exclusively on Instagram’s Reels before they can share content on other platforms.
The deals last for six months and require creators to post at least eight Instagram Reels per month, with at least one more post on Instagram than on any other platform.
Creators must also share content on their Instagram Story twice a month. To comply with these terms, the posts cannot be part of a brand deal, meaning they cannot be sponsored content promoting a brand.
According to a report from The Information on Monday, Instagram is offering creators with large TikTok followings cash bonuses between $10,000 and $50,000 per month to move their videos to Instagram Reels.
In addition, Meta has introduced several new features for creators, including a video creation app called Edits, the expansion of Reels to three minutes, and a new bonus program to help creators monetize their content.
Instagram’s push to attract creators underscores the intense competition in the social media space, as platforms fight for user attention while TikTok’s future remains uncertain.
Last week, TikTok was briefly taken down in the U.S. after the Supreme Court upheld a law signed by former President Joe Biden in April, which required China-based ByteDance to sell its stake in TikTok or face a potential ban.
Following this ruling, Apple and Google also removed TikTok from their app stores in the U.S.
However, TikTok resumed operations in the U.S. after former President Donald Trump announced a delay in the ban.
