In a bold move, Meta is offering popular creators in the United States up to $5,000 (£4,040) to join Facebook and Instagram. The offer, which doesn’t explicitly mention TikTok, is clearly timed to capitalize on the uncertainty surrounding the rival platform’s future in the US.
TikTok, with its 170 million US users, many of whom rely on the platform for their livelihoods, is facing an uncertain future. President Trump has raised concerns about the platform’s ownership and data security, leading to a ban on new downloads. This has created a power vacuum that Meta is eager to fill.
Meta’s “Breakthrough Bonus Program” offers creators a financial incentive to switch to Facebook and Instagram. To qualify, creators must be new to monetizing on Facebook and Instagram, and must post original content regularly. Specifically, they must share at least 20 reels on Facebook and 10 reels on Instagram within each 30-day period.
In addition to the cash incentive, Meta is also offering creators a free subscription to its blue check verification system. This move is seen as an attempt to woo creators away from TikTok and establish Meta as a viable alternative.
Meta’s aggressive push to attract TikTok creators is not limited to the Breakthrough Bonus Program. The company has also launched Edits, a video editing app similar to TikTok’s CapCut, and has introduced features like affiliate links for shoppable content, similar to TikTok Shop.
As the battle for social media supremacy heats up, Meta’s move is seen as a strategic attempt to poach TikTok’s creators and users. With TikTok’s future in the US hanging in the balance, Meta is positioning itself as a safe haven for creators looking for a new platform to call home.
