In a bold move to expand its dominance across the social media landscape, Meta is offering up to $5,000 (Rs 4.31 billion) to US creators who join Facebook and Instagram. The initiative, rolled out under the Breakthrough Bonus Program, appears to target TikTok creators amid uncertainty over the future of Chinese-backed platforms in the United States.
The timing of Meta’s announcement coincides with growing doubts about TikTok’s survival in the United States, especially amid fears of government surveillance. TikTok, which boasts 170 million users in the United States, is a means of livelihood for many creators. Meta is positioning itself as a viable alternative if the platform faces further restrictions or possible bans.
Meta’s Breakthrough Bonus Program
Meta’s official website outlines the terms of the program, stating that participants must post 20 original Reels on Facebook and Instagram every 30 days for the first 90 days to be eligible to receive payments. You must submit 10 original reels on . These Reels must be original, excluding reposts from other platforms, and this program is only for creators who are completely new to Facebook or Instagram.
Meta is also making structural changes to the platform to reflect TikTok’s appeal. For example, Instagram profiles now display rectangular posts and videos instead of the traditional square format. The change, inspired by TikTok’s vertical video layout, has not been widely welcomed.
“One of the mistakes I made was not giving people enough attention,” Instagram chief Adam Mosseri said of Instagram’s metadata designed to compete with Elon Musk’s X. This was acknowledged in a thread on the platform.
Meta also launched features such as direct affiliate links on videos and a free subscription to its blue check verification system, mimicking TikTok’s successful e-commerce integration. The Mark Zuckerberg-owned company also introduced Edits, a video editing app that is very similar to ByteDance’s CapCut.
Applications will be approved on a case-by-case basis under the Breakthrough Bonus Program.
TikTok banned in America
ByteDance announced the move after the U.S. Supreme Court upheld a law that would force the ban or sale of TikTok in the U.S., citing concerns that TikTok is owned by a “foreign enemy,” in this case China. Forced to find a buyer for TikTok.
Forbes reports that several billionaires and companies are interested in doing business with ByteDance, including AI search engine startup Perplexity AI, investor Kevin O’Leary, and Amazon. The Chinese government is also reportedly interested in selling TikTok to Elon Musk, the world’s richest man and a new confidant of US President Donald Trump.
