Photo Credit: Instagram Reels
Meta is courting TikTok influencers hard, hoping to turn Instagram Reels into the go-to place for short-form video in the United States. Digital Music News first reported on Meta’s cash incentives last week—now Business Insider has seen the contracts.
The contracts range from $2,500 to $50,000 a month and required content posted to Instagram Reels to be exclusive for three months. Business Insider says it has viewed contracts and spoken with several talent managers who received these offers for their clients. They’ve requested anonymity, so we don’t know who received the offers—just that Meta is courting TikTok creators.
Not every contract offer is the same and Meta appears to be targeting creators who have already amassed a following of over one million on TikTok. Payouts were divided into tiers, with Tier 1 receiving $50,000 a month offers, Tier 2 receiving $25,000 a month offers, Tier 3 receiving $15,000 a month offers, Tier 4 receiving $5,000 a month offers, and Tier 5 receiving $2,500 a month offers.
“To try and change consumer behavior, or at least the perceived acceptance of consumer behavior, by stemming down another platform, I just don’t think is the right way of handling it,” one talent manager told Business Insider.
One offer to a creator was $300,000 for content created over six months. Creators would be required to post never-before-seen short-form video content on Instagram Reels. They would need to post at least 10 new Reels to their Instagram accounts each month and the content must be exclusive to Instagram for three months. Videos must be at least 15 seconds and no longer than three minutes—catering directly to short-form video watchers.
They must post 25% more content on Instagram Reels than anywhere else (TikTok, YouTube Shorts) and they must turn two reels a month into an Instagram Story. The contract also requires them to post twice a month on their primary platform, promoting Instagram Reels and encouraging their fans to follow them on the platform.
Not every TikTok influencer seems enamored with the high-monetary value of these contracts. Some called the deal ‘cheugy’ which is Gen Z slang for something that is cringe or gauche. “It’s not a good deal,” another manager speaking anonymously to BI said. “Having to track that you’re posting 25% more to Reels than TikTok makes this untenable.”
Meta has declined to comment on payments offered to TikTok influencers to jump ship to Instagram. Meanwhile, the TikTok ban is playing out slowly as the app remains missing from storefronts in the United States. President Trump has stated he wants to see a ‘bidding war’ for potential U.S. ownership play out.
