With TikTok’s fate up in the air, Meta has launched an aggressive campaign to attract TikTok creators with substantial cash bonuses and new tools designed to enhance content creation and distribution. Whether the effort will pan out remains unclear.
Amid the ongoing uncertainty surrounding TikTok’s future in the United States, Meta is seizing the opportunity to lure creators away from the embattled ByteDance-owned app. The company, whose TikTok lookalike product Reels has struggled to gain analagous viewership rates in the US, is offering TikTok creators up to $5,000 for posting Reels on Facebook and Instagram over three months.
The initiative, dubbed the ‘Breakthrough Bonus’ also promises perks including yearlong trials of Meta’s verification program as well as “immediate access to the Facebook Content Monetization program in which creators can earn money for their videos, photo and text posts on Facebook,” Meta product communications manager Cullen Heaney tells The Drum.
The …