Meta is luring TikTok creators to its platforms with the promise of cash bonuses, content offers and support to grow their communities. The company announced Tuesday that eligible TikTok creators will be able to earn “up to” $5,000 in bonuses over three months for posting Reels on Facebook and Instagram.
These creators will also have access to Facebook’s Content Monetization program, which allows creators to earn money for their videos, photos, and text posts on Facebook. Additionally, Meta will have some content offerings for TikTok creators to help grow their audiences on Instagram and Facebook.
Some TikTok creators will also receive a one-year trial of Meta Verified, which includes a verified badge, account support, and impersonation protection. (The company did not share criteria for who will receive access.)
While TikTok is back online in the US after being down for 12 hours over the weekend, the ByteDance-owned social network is still missing from app stores. Although President Donald Trump signed an executive order on Monday to delay the expiration of the TikTok ban by 75 days and told the Department of Justice not to enforce the ban’s sanctions, it is unknown when (or if) the app will return to the Apple and Google app stores.
Meta is clearly taking advantage of TikTok’s current problems by poaching and luring away some of the service’s creators.
The company also said it is making changes to Reels to make the short-form video format more attractive to TikTok creators. For example, US-based Instagram creators can now post Reels up to three minutes long, a notable increase from the previous 90-second limit. On TikTok, however, creators can record videos up to 10 minutes long and, in some cases, upload content up to an hour long.
Additionally, Meta will make Reels more prominent, as the company plans to recommend Reels in more places on Instagram and Facebook. For example, people may start to see recommended reels higher up in their homepage feed. Additionally, they may see more reels in search results.
To further woo TikTok creators, Meta notes that it has tweaked its rating systems to allow new creators to reach new audiences.
Meta will also allow creators to display their contacts on Instagram, TikTok or YouTube and the number of followers in their Facebook profiles to increase their credibility on its platform.
Meta has already made other changes to take advantage of TikTok’s current uncertainty in the United States
On Sunday, Meta revealed that it will launch an app similar to CapCut called Edits next month. On Friday, it introduced updates to make it easier for Instagram users to find Reels that their friends and followers on the platform like. The app will also encourage users to start conversations on Reels through a new “reply bar.”
