Meta, the tech company that owns Facebook and Instagram, is aggressively wooing established content creators, especially creators who use TikTok, with very attractive financial offers. In an effort that seems to make smart timing capitalizing on the lack of direction for creating content on TikTok in the United States, Meta is rolling out a “Breakthrough Bonus Program” that will provide a limited number of content creators a total of up to $5000 in bonuses over three months for continuously producing content on Meta’s platforms.
This aggressive recruitment drive extends beyond financial rewards. Meta is also making available to its creators access to its powerful content monetization capabilities, along with free access to Meta Verified, its premium subscription service offering the same benefits and increased exposure. These incentives are to gain top talent and to motivate creators to have a good foothold on Facebook and Instagram.
Content creators can earn upto $5000 on joining Meta as TikTok ban looms
Second, Meta is actively implementing tangible measures to improve the platform in order to compete more effectively with TikTok. The new release of an “Edits” video editing app, the same as TikTok’s widely used app CapCut, and the upgrade of affiliate marketing features on these platforms both indicate a proactive move to create a more enticing platform for creators.
The very visible trend towards a TikTok-esque look on Instagram, and the stronger promotion of rectangle video, are more evidence of the pervasive power of the short-form video platform in social media.
Meta’s attempt to attract TikTok creators with generous financial guarantees marks a battle for user attention and content in the social media sphere. With the current situation of ambiguity around the future of TikTok in the US, Meta seems ready to take advantage of the possible departure of both creators and users from the service.
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