Meta is reportedly introducing a new financial incentive program offering content creators monthly payments between $10,000 and $50,000 to post videos on Instagram Reels before sharing them on competing platforms, according to a report from The Information.

Mashable, which also reported the story, attempted to get Meta to comment on the report, but has not received any response.

New Creator Incentives Amid Platform Competition

The program represents Meta’s latest attempt to attract and retain creators in its ongoing competition with TikTok. Under the reported terms, creators must publish their content on Reels before posting to other platforms, including TikTok.

This initiative follows Meta’s previous Reels Play bonus program, providing creators with monthly earnings between $500 and $1,000 before discontinuation. The company’s history of temporary creator incentives has led to uncertainty about the longevity of the new payment structure.

Platform Updates and Technical Changes

Instagram has implemented several additional changes to compete with TikTok’s growing influence. Recent updates include:

• Transitioning from square to rectangular grids to emphasize short-form video content
• Launching a new video editing application called “Edits”
• Extending the maximum length of Reels to three minutes
• Introducing features that mirror ByteDance’s CapCut editing software

Creator Response and Platform Policy Changes

The initiative launches amid broader changes to Meta’s content policies. Recent platform modifications include:

• Replacing fact-checkers with Community Notes
• Adjusting hate speech guidelines
• Discontinuing certain DEI initiatives
• Removing trans-inclusive features
• Reinstating political content recommendations

The program’s announcement follows TikTok’s brief removal from U.S. app stores, though the platform remains accessible via desktop and existing mobile installations. While new users cannot currently download TikTok from U.S. app stores, existing users maintain access to new content through previously installed applications.

Meta has not disclosed the program’s creator selection criteria or specified the total investment allocated for these payments.