Instagram is testing a new “Spring Bonus” program that offers cash payouts to select creators who generate high engagement on the platform. The move is meant to incentivize creators to post reels, photo carousels, and single-image photo posts by compensating them based on the content’s engagement. 

A Meta spokesperson confirmed the testing to Business Insider. The invite-only bonus initiative is currently available in the United States, Japan, and South Korea. It pays creators based on their engagement metrics on eligible posts, with a cap on the total payout amount for a given period. Business Insider viewed examples showing the bonus being capped at $30,000 for 30 days, similar to previous Instagram bonus programs.

Posts labeled as branded content or collaborations and those with watermarks from third-party platforms like TikTok, are ineligible for monetization through the program.

Creators who have gained access to the program say earnings vary based on content performance. Meme creator Jackson Weimer told BI that his estimated earnings reached $70 within four days of joining the program on March 30. 

Another creator, Mike Potter (@grippingfoodwithforce), said for BI that his estimated earnings were $58, with an estimated CPM (cost per thousand impressions) of around $0.16.

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The cash bonuses are part of Instagram’s efforts to draw creators to its platform amid increasing competition. While Instagram previously focused on promoting its Reels feature to compete with TikTok’s short-video format, the rivalry has expanded to photo content.

TikTok has been encouraging users to post more photos, claiming they generate higher engagement than videos. There are reports that the short-form video platform may launch a standalone photo app, further encroaching on Instagram’s territory.