TikTok recently announced that they have surpassed one billion monthly active users, so it’s no surprise that other social media platforms like Instagram and YouTube are vying for a piece of the pie. Last year, Instagram launched Reels, a TikTok competitor that features an endless feed of vertical short-form videos. A creator fund is available on TikTok, Instagram Reels, and YouTube Shorts for those who create entertaining and original content.
Reels Play, Instagram’s bonus program, was launched earlier this year. The program has been gradually rolling out across the United States to creators over the age of 18 who meet Instagram’s Partner Monetisation Policies and have a “sufficient follower base,” though no specific number has been given. TechCrunch spoke with a number of the program’s creators, whose followings ranged from 800 to 59,000.
These creators said they were perplexed by the program and didn’t understand how bonus payouts are calculated, with some users reporting a glitch that told them they weren’t eligible for the payout. Instagram told TechCrunch that the program is still in its early stages and is experimental, but the bug has been fixed.
According to TechCrunch, Maddy Corbin, an Instagram creator with over 50,000 followers, was offered up to $1,000 for her Reels in a month, but she noticed inconsistencies among other creators.
Another creator with around 24,000 followers, less than half of Corbin’s, reported last month that they were offered a bonus of up to $800 if all Reels posted that month received 1.7 million views. 1.49 million plays across Reels earned them $689.90 after they posted a Reel a day during the bonus period. Bonuses have been increased this month, with the above creator receiving up to $8,500 for 9.28 million views, which is a higher payout-per-view rate than last month. With 32,000 followers on TikTok, the creator claims this is a higher payout-per-view rate.
A Reddit user claims to have been offered up to $35,000 for a month’s worth of 58 million views. Miguel Lozada, a Twitch streamer with around 800 Instagram followers, was offered $8,500, the same amount as a creator with 24,000 followers. This month, another user with 59,000 followers told TechCrunch that they were offered a $850 bonus.
Instagram recently announced the Reels Surprise bonus program, which will pay up to $10,000 to up to 150 US-based creators per week for an inspiring and entertaining Reel. To be eligible, creators must be 18 or older, follow Instagram’s Community Guidelines and Partner Monetization Policies, have at least 1,000 views on their Reel, and have not yet received a bonus from Instagram.
YouTube Shorts recently offered popular TikTokers $50,000 to post 100 YouTube Shorts over the course of six months, according to talent managers who spoke to Business Insider. The program is not open to the public and operates independently of YouTube’s $100 million Shorts Fund. Before reposting to other platforms, creators must wait at least seven days after posting to YouTube.
Will TIkTok be able to maintain their dominance in the face of large tech companies offering tens of thousands of dollars to lure creators away?
