Meta is luring TikTok creators to its platform with promises of cash bonuses, content deals, and support to grow their community. The company announced Tuesday that eligible TikTok creators can earn up to $5,000 in bonuses over three months when they post Reels on Facebook and Instagram.
These creators will also have access to the Facebook Content Monetization Program, which allows them to earn money with videos, photos, and text posts on Facebook. Additionally, Meta plans to offer content deals to TikTok creators to grow their audience on Instagram and Facebook.
Some TikTok creators can also take advantage of a one-year trial of Meta Verified, which includes verified badges, account support, and impersonation protection. (The company did not share the criteria for who would receive access).
TikTok is back online in the US after a 12-hour power outage over the weekend, but the ByteDance-owned social network is still missing from app stores. President Donald Trump on Monday signed an executive order delaying TikTok's ban by 75 days and telling the Justice Department not to enforce the ban's penalties, but he has no idea when the app will return to Apple and Google's app stores (or It is unclear whether he will return.
Meta is clearly using TikTok's current troubles to poach and attract some of the service's creators.
The company also said it would roll out changes to Reels to make the short-form video format more appealing to TikTok creators. For example, US-based Instagram creators can now publish Reels up to three minutes in length, a significant increase from the previous 90-second limit. However, TikTok allows creators to record up to 10 minutes of video and, in some cases, upload up to an hour of content.
Additionally, Meta plans to promote Reels in even more places on Facebook and Instagram, making them even more visible. For example, you might start seeing Recommended Reels near the top of your home feed. Additionally, more reels may appear in your search results.
To further increase the interest of TikTok creators, Meta says it has optimized its ranking system to help new creators reach new audiences.
Meta also allows creators to display their Instagram, TikTok, or YouTube handle and number of followers on their Facebook profile to increase their credibility on that platform.
Meta has already made other changes to take advantage of TikTok's current uncertainty in the US
On Sunday, Meta revealed that it plans to release a Capcut-like app called Edits next month. On Friday, Instagram introduced an update that will make it easier for Instagram users to discover Reels that their friends and followers like on the platform. The app also encourages users to start conversations about Reels through a new 'reply bar'.