Instagram is aggressively courting TikTok creators during the app's temporary removal from US app stores, offering substantial financial incentives for exclusive Reels content.

Meta's Instagram has launched a "Breakthrough Bonus program" offering creators $5,000 over three months for posting Reels to Facebook and Instagram. Some top creators are being offered even larger bonuses ranging from $10,000 to $50,000 monthly for posting exclusively to Reels before other platforms.

To further attract TikTok creators, Instagram has implemented several platform updates:

• Extended Reels maximum length to three minutes
• Changed profile grids from squares to rectangles
• Developing a new video editing app to compete with TikTok's CapCut

This isn't Instagram's first attempt at competing with TikTok through creator incentives. A similar Reels bonus program launched in 2021 was eventually discontinued in 2023 after gradually reducing payments throughout 2022.

While TikTok remains temporarily unavailable on US app stores following the January 19 federal law implementation, President Trump has signed an executive order delaying its ban. The situation remains fluid as both platforms continue to evolve their creator strategies and compete for user attention.

Meta spokesperson Paige Cohen confirmed these initiatives, stating the company will continue offering content deals to help TikTok creators grow their communities on Instagram and Facebook in the coming months.

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