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January 28th, 2025

Instagram deals reveal Meta is offering TikTok creators as much as $300k to post

Meta is enticing TikTok creators with contracts up to $300,000 for exclusive Instagram Reels content, but some reject offers due to exclusivity concerns and contract demands.

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Instagram deals reveal Meta is offering TikTok creators as much as $300k to post

Meta is actively courting TikTok creators by offering lucrative contracts to encourage them to post exclusive content on Instagram Reels. Leaked contracts reveal that creators can earn between $2,500 and $50,000 per month, depending on their follower count and the exclusivity of the content. The deals typically require creators to post a specified number of reels each month, with content being exclusive to Instagram for three months. For instance, one offer includes a total of $300,000 over six months, requiring creators to post at least 10 reels monthly and engage with fans daily. Despite the financial incentives, some creators have declined the offers due to concerns over exclusivity and the demands of the contracts, which some find burdensome. Meta has also introduced a "Breakthrough Bonus" program, providing additional compensation to TikTok creators to promote their growth on Instagram and Facebook. The company aims to position Instagram as the primary platform for short-form video content, especially as TikTok's future in the U.S. remains uncertain.

- Meta is offering TikTok creators up to $300,000 for exclusive content on Instagram Reels.

- Contracts require creators to post a specific number of reels monthly, with exclusivity for three months.

- Payouts range from $2,500 to $50,000 per month, depending on the creator's follower count.

- Some creators are rejecting offers due to concerns about exclusivity and contract demands.

- Meta has launched a "Breakthrough Bonus" program to further attract TikTok creators.

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Link Icon 13 comments
By @belter - 3 months
https://archive.is/yhQHI
By @axegon_ - 3 months
Nothing surprising. We are deep into the age of griefter economy - make a cringey video - making a scene - whether it's an argument between people or "owning someone", get people roiled up against each other, start selling merch like shirts or a book full of your "wisdom" and you are set for life. Tiktok is the perfect platform for stuff like that with practically 0 regulation. Meta just wants a piece of that cake, simple as that. 300k may as well be well worth it. The sad part is that ultimately it is us, the users that end up suffering. A decade ago science videos were thriving on YouTube and I loved it. These days we are lucky if we get two videos out of hundreds if not thousands of youtubers that used to push 40 minutes of videos each every month. I don't blame them, I'd also find it utterly demotivating to have a team of people and a month worth of work from dawn till dusk every month just to get a microscopical fraction of what some teen gets for shouting at a minecraft screen for 30 minutes.
By @Barrin92 - 3 months
I'm always bearish on social networks that have to poach creators, it's a sign that there's no underlying culture or authenticity. A related case is Twitch which people have been relatively negative about, but it seems pretty telling to me that every time a creator leaves it's generally for a fat contract, and the moment that runs out they're immediately back.

I'd always bet on the platforms that have a natural draw and appeal even with worse payment, and TikTok is one such case. It seems kind of painful honestly how hard Meta or Youtube with shorts have tried to emulate it while it's pretty obvious they're out of touch in some way.

Facebook and even Zuckerberg himself personally with his cringy rebranding has increasingly that "How do you do fellow kids" energy to him

By @giancarlostoro - 3 months
From what I've seen in r/TikTok (curiosity has kept me going back to seeing how users are reacting everyday) they really hate Meta. They're so upset, they don't trust that the current administration wont taint the algorithm of TikTok as well. It's really wild to see the varying views.

With that in mind, I would not be surprised if the top TikTok users will not take the free money. I mean its free money. If it actually works is another story though. Meta has been trying to force growth in new social media apps several times now, and its not really working, social media apps are basically generational.

I feel bad for them I grew up on the internet, in my day it was MySpace and a few other sites, I can only imagine the outrage I would have felt if they knocked off one of my social communities I frequented as a teen.

By @fumar - 3 months
I am surprised about the lack of alternatives. I grew up during live journal and Myspace days so it felt like new communities were developing all the time. Don't young folks want to rebel against the status quo (including tik tok)?
By @giarc - 3 months
This is why any sale of Tiktok without the algorithm will fail. The Chinese will just stand up another app with the TT algo and just incentivize a ton of creators with big paycheques. The eyeballs will follow, TT will die and we'll move onto the next Chinese surveillance app. Hence why the US should have been more broad in their law rather than target TT specifically.
By @bastardoperator - 3 months
They could post their content to instagram today and "make" money themselves. I do a little bit of advertising for some projects I work on, we cut instagram because it has the lowest of all traffic. I have videos getting 180K-10K views hundreds of likes and comments on some platforms, 3 on instagram. It's not even worth the effort...
By @nemomarx - 3 months
is there a good historical example of this strategy working? I know platforms have tried paying for apps to be ported or etc and it never seems to drum up organic interest sufficiently.
By @grajaganDev - 3 months
"Meta has been contacting creators and their teams with deals offering thousands of dollars in exchange for exclusive video content posted to Instagram reels. The payouts described to Business Insider ranged from $2,500 to $50,000 a month and required the content to be exclusive to Instagram for three months."
By @zombiwoof - 3 months
Makes me really want to work for TikTok
By @area51org - 3 months
Stupid question, maybe, but IANAL: is this even legal? Isn't it illegal to pay others to bury your competitor?
By @m3kw9 - 3 months
Better be Mr Beast level to get that
By @paul7986 - 3 months
Anyone else concerned that Americans are embracing Chinese technology? A bit before Tiktok went down the app store showed that Chinese "Red," Tiktok type of app was at the top of the charts. Why wouldnt American users flock to American apps like Snapchat, YouTube, etc? Is it a bratty thing ... govt took away what I was using and so Im going to go all in and only use Chinese Tiktok competitors?

Also, with Threads at the top of the iPhone app store constantly yet I dont know anyone who uses it .. makes me wonder is there a way to gain the top positions in the app store? Either paying for it and or gaming the system via massive army of bots?