Meta Looks to Lure TikTok Creators With New Bonus Program

While TikTok is still active for U.S. users, it’s definitely not out of the woods yet, with the platform still technically banned, based on the Senate-approved bill, and President Trump yet to negotiate a new arrangement.

Which could spook a lot of TikTok creators, who are reliant on the app for their income. And it’s this group that Meta’s now trying to lure over to Instagram, with a new bonus program for migrating TikTok creators.

Over the weekend, Meta quietly began contacting TikTok creators with a new offer, which it’s calling the “Breakthrough Bonus” program.

The new scheme will offer creators with large followings on other apps (i.e. TikTok) expanded capacity to immediately begin earning higher amounts for posting their content direct to Facebook and IG instead.

As per Meta:

“The Breakthrough bonus program is for creators who are new to Facebook or Instagram. Accepted creators will immediately be able to earn money across reels, longer videos, photos and text posts through Facebook’s invite-only Content Monetization program – plus earn up to $5,000 in extra Breakthrough bonuses to help you get off the ground during the first 90 days.”

Which could be a clever way for Meta to cash in on the instability and uncertainty at TikTok.

It works like this:

• Meta’s Breakthrough Bonus will enable migrating creators to earn up to $5,000 in total bonuses during their first 90 days of posting to Facebook and IG, in addition to Meta’s existing creator monetization options.
• Creators who apply for the program will be able to share details of their presence in other apps, with the size of their following/s on those other platforms dictating how much Meta will pay each participant in bonuses (Meta will calculate individual bonuses “based on an evaluation of your social presence”)
• Creators will then have to share at least 20 reels on Facebook, and 10 reels on Instagram, within each 30-day bonus period.
• Content posted must be original and not available on other apps

In addition to these bonuses, Meta’s also offering free one-year subscriptions to Meta Verified for selected participants, while it’s also adding new Facebook profile displays of follower counts in other apps (including IG, YouTube and of course, TikTok).

That could entice a lot of jittery TikTokers over to its platforms, while Meta is also looking to highlight its ongoing support of creators to spark more interest:

“In the past year, Facebook has paid content creators more than $2 billion for reels, longer videos, photo and text posts, and we are committed to helping creators thrive on our platform.”

And that’s not all. Meta says that over the coming months, it will also offer some TikTok creators exclusive content deals to help them grow their communities on Instagram and Facebook. 

It’s an attractive offer, and again, with TikTok still under a significant cloud, you can imagine that a least some creators will be re-assessing their options, and looking to a more stable deal.

As such, it’s a smart push from Meta, which has also added a range of new Instagram elements to further align IGs tools with those available on TikTok.

That could make Instagram the best destination for TikTok creators.

There’s a lot to go as yet, and many will likely wait to hear more about Trump’s plan to save the app. But you could well see a lot more of your TikTok favorites popping up in your IG feeds.