Meta is Offering Deals to Creators to Promote Instagram on Other Short-Form Video Apps
Meta is offering deals to creators to promote Instagram on other short-form video apps, including TikTok, Snapchat, and YouTube, in a move to challenge TikTok’s dominance. The contracts require creators to post content on Instagram twice a month on other platforms, and three months of posting exclusivity on Instagram’s Reels short-form video product before they can post content elsewhere.
The deals, which last six months, obligate creators to post a minimum of eight Instagram Reels per month, with at least one more post on Instagram than any other platforms. Creators are also required to share content to their Instagram Story twice a month. The contract reviewed by CNBC is an example of a mid-tier deal that Meta is offering to creators, with varying terms based on the size of the audience.
Meta is also offering cash bonuses ranging from $10,000 to $50,000 per month to creators with large TikTok followings who shift their videos to Instagram Reels. The company has announced several new features for creators, including a video creation app called Edits, the expansion of Reels to three minutes, and a new bonus program for creator monetization.
The push by Instagram underscores the high stakes in the social media landscape, where platforms are vying to capture the attention of millions of users. TikTok’s future is uncertain after the Supreme Court upheld a law that forced China-based ByteDance to divest its ownership of TikTok or face an effective ban of the app in the U.S.
Many TikTok creators rely on brand deals as a primary way of generating income, with payments often depending on the size of their followings. With TikTok’s future in limbo, brands are pausing or altering their agreements to include competing platforms. Some creators are also flocking to other foreign platforms, such as RedNote, a Chinese video-sharing app that has rapidly gained traction among users looking for alternatives amid the uncertainty with TikTok.
