Meta is paying large cash to lure TikTok creators to its platforms

Abstract

Throughout the context of TikTok’s latest and short-lived US ban, competing social media large Meta seems to be on the lookout for methods to entice content material creators to modify to its platforms.
Meta has introduced a brand new ‘breakthrough’ bonus program, wherein content material creators can earn as much as $5,000.
This new program is geared in the direction of creators who’re new to Fb or Instagram, however who’ve an present presence on competing platforms.

To date, 2025 has confirmed to be a reasonably dynamic yr with regard to the social media scene. In a whiplash-inducing flip of occasions, short-form video juggernaut TikTok was briefly banned within the US market, solely to have its fortunes reversed mere hours later.

Amidst these tumultuous developments, competing social media large Meta seems to have its eyes set on growth. The corporate has launched a brand new ‘breakthrough bonus program’, which is geared in the direction of content material creators migrating onto Meta-owned companies.

“Accepted creators will instantly be capable to earn cash throughout reels, longer movies, photographs and textual content posts via Fb’s invite-only Content material Monetization program — plus earn as much as $5,000 in additional Breakthrough bonuses that will help you get off the bottom in the course of the first 90 days. Creators will even get entry to a free trial of Meta Verified as a part of this program,” says Meta in a blog post.

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In response to Meta, in an effort to be eligible for this new content material creator bonus program, it’s essential to clear the next standards:

Be primarily based within the US
Be at the least 18 years previous
Have an present presence on a non-Meta social media app (similar to TikTok, X, Snapchat, and many others.)
Have or have signed up for each an Instagram professional account and a Facebook Page.
Not be an energetic participant of some other Fb monetization program.

There are a selection of different stipulations outlined on this bonus program settlement, similar to the necessity to make all Reels public, the necessity to put up a minimal of 20 Reels on Fb and 10 reels on Instagram monthly, and the requirement to stick to Meta’s Content Monetization Policies.

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To date, 2025 has been fairly dynamic for the dad or mum firm of Fb, Instagram, and WhatsApp

Meta’s newest creator bonus program is noteworthy, however it’s far from the first time the corporate has tried to entice customers emigrate over to its first-party platforms. Moderately, it is Meta’s different latest selections which have brought about extra of a stir inside the trade.

Specifically, Meta has recently overhauled its platform-wide approach to censorship and content material moderation, which CEO Mark Zuckerberg explains in a video printed to Fb. The corporate’s home-grown fact-checker system has been swiftly changed by a Group Notes characteristic harking back to the one discovered on X, and political content material has been re-prioritized from an algorithmic perspective.

Past these sweeping content material coverage adjustments, Meta has also launched an all-new cellular video modifying app, Edits, which serves as a competitor to TikTok’s CapCut service.

It is unclear whether or not these main developments sign a way of emboldment over at Meta, or whether or not they’re an indication of concern and instability. In any case, it’s going to be fascinating to see how issues progress inside the broader social networking scene, notably because it pertains to TikTok’s unsure presence within the US market.