TikTok creators can earn big cash bonuses by posting on Facebook and Instagram

As TikTok went dark briefly for the app’s 170 million US users last Saturday, tech giants began rolling out various incentives to attract TikTok creators to their platforms. Snapchat launched a new public marketing campaign featuring trendy influencers known for posting on TikTok. Substack, meanwhile, used a 25,000 cash prize and expanded live-streaming capabilities to TikTok users on its platform. 

However, one of TikTok’s biggest social media rivals, Meta, is further capitalizing off the legal uncertainty around the ban with a multifaceted, more aggressive approach to lure creators and their followers. 

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Meta’s Breakthrough Bonus program will award TikTok creators — who have larger digital presences on TikTok, but not Meta-owned platforms — up to $5,000 in bonuses for posting short-form content on Facebook and Instagram. If a creator meets all the eligibility requirements, including being US-based and 18 or older, Meta will award the bonus based on an “evaluation of your social presence.” 

Additionally, Meta will also “offer some TikTok creators content deals to help grow their communities on Instagram and Facebook” and creators can “earn money on videos, reels, photos, and text posts through Facebook’s invite-only Content Monetization program.” The bonuses will only be available for a limited time. 

To earn a monthly bonus, creators must:

“Share at least 20 reels on Facebook and 10 reels on Instagram within 30 days of accepting the terms and conditions of the bonus program. Reels shared must be public and not promoted or boosted as ads. Crossposting across apps doesn’t count toward the bonus payout.”
“Share reels on at least 10 separate days within each 30-day bonus period.”
“Share directly from each app using the Facebook Page and Instagram account you selected during the application process.”

The Breakthrough Bonus program seems like an obvious ploy to poach TikTok’s roster of creators, which the social media platform cultivated by revamping its monetization processes via the Creator Rewards Program and a focus on short and long-form video content. TikTok’s monetization platform uses search value or SEO performance, originality, longer play duration, and audience engagement to calculate how much creators earn. 

On the surface, Meta’s Breakthrough Bonus program seems less taxing than TikTok’s Creator Rewards Program. However, it’s important to note that Meta has used monetization to draw in creators in the past through its Reel Play bonus program, which mirrored TikTok’s creator fund, but discontinued its monetization tool — leaving many creators frustrated with Meta’s business practices for creators. 

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Meta representatives have also been courting high-profile TikTok creators in the last week by offering them monthly bonuses ranging from $10,000 to $50,000 for posting their videos on Instagram Reels before posting them on other platforms, as reported by The Information. 

Meta has also begun rolling out new Instagram Reels features to bring the app closer to TikTok. These features include a Reels tab that lets users see the Reels their mutuals interact with (via liking and commenting) and a “reply bar” to engage with that activity. 

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Moreover, in a promotional video posted on Facebook, Meta announced that influencers can now display and market products in Reels. Instead of using an Amazon or Walmart link in the comments for shoppable content, users can add a banner that directs viewers to click on the item at the bottom of their video, just like TikTok Shop.