Instagram launches bonus program allowing creators to earn up to $50,000 per month for exclusive Reels published before TikTok. The program is designed to strengthen Instagram's position in the competition for authors and users by offering rewards for unique content. This is stated in the report of The Information. According to the data, bonuses range from $10,000 to $50,000 per month.

However, Meta, Instagram's parent company, has confirmed that creators can earn up to $5,000 in the first three months at launch.. The program, called Breakthrough Bonus, seeks to attract TikTok creators to grow their communities on Instagram and Facebook platforms..

According to Meta spokesperson Paige Cohen, in the coming months the company plans to offer content deals to creators that will help them grow their audience in the Meta ecosystem. Meta already has experience attracting creators with bonuses.

In 2021, Instagram launched a rewards program for Reels creators, but already in 2022, payments were significantly reduced, and in 2023 the program was stopped altogether. This time Meta is focusing on content exclusivity, which will allow Instagram to strengthen its position in the short video market.

The launch of the program coincides with a difficult period for TikTok, which is facing challenges in the US. The country has introduced a temporary blocking of the social network, and a federal law on a possible ban forces TikTok to look for ways to adapt to new conditions.

Instagram recognizes that it needs to attract the best content creators to compete for user attention.. The Reels exclusivity offered by the new program not only reduces TikTok's influence, but also encourages creators to focus on Meta platforms.