Meta is luring TikTok creators over to its platforms with the promise of cash bonuses, content deals, and support to grow their communities. The company announced on 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 get access to the Facebook Content Monetization program, which allows creators to earn money for their videos, photos, and text posts on Facebook. Additionally, Meta will offer some TikTok creators content deals to help grow their audiences on Instagram and Facebook.
Some TikTok creators will also get a one-year trial of Meta Verified, which includes a verified badge, account support, and impersonation protection. (The company did not share the criteria for whose will receive access).
While TikTok is back online in the U.S. after going dark 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 TikTok ban deadline by 75 days and told the Department of Justice not to enforce the ban’s penalties, it’s unknown when (or if) the app will return to Apple and Google’s app stores.
Meta is clearly taking advantage of TikTok’s current troubles by poaching and attracting some of the service’s creators.
The company also said it’s rolling out changes to Reels to make the short-form video format more appealing to TikTok creators. For instance, U.S.-based Instagram creators can now publish 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 in length.
In addition, Meta is going to make Reels more prominent, as the company plans to recommend Reels in more places across Instagram in Facebook. For instance, people may start to see recommended Reels higher up in their home feed. Plus, they may see more reels in their search results.
To further court TikTok creators, Meta notes that it has optimized its ranking systems to allow newer creators to break through to new audiences.
Meta will also allow creators to show their Instagram, TikTok, or YouTube handles and follower counts in their Facebook profiles to boost their credibility on its platform.
Meta already made other changes to take advantage of TikTok’s current uncertainty in the U.S.
On Sunday, Meta revealed that it’s going to launch a Capcut-like app called Edits next month. On Friday, it introduced updates to make it easier for Instagram users to find Reels that their friends and followers are liking on the platform. The app will also encourage users to start conversations about Reels through a new “reply bar.”
