Instagram is aggressively targeting TikTok creators during the app's absence from mobile stores, offering substantial financial incentives for exclusive Reels content.

Meta has confirmed launching a "Breakthrough Bonus program," allowing creators to earn up to $5,000 over three months for posting Reels to Facebook and Instagram before other platforms. Some top creators are being offered between $10,000 to $50,000 monthly for exclusivity deals.

Key changes to attract TikTok creators include:

• Extended Reels duration to three minutes
• Profile grid format changed from squares to rectangles
• Development of a new video editing app to compete with CapCut

While Instagram has previously attempted similar creator payment programs, including a 2021 Reels bonus program that was eventually discontinued in 2023, this new initiative comes at a strategic time during TikTok's app store absence.

Despite these efforts, TikTok's situation remains fluid. President Trump has signed an executive order delaying the ban shortly after it went into effect, while Meta simultaneously faces its own challenges, including recent policy reversals on fact-checking.

Meta spokesperson Paige Cohen confirmed the company will continue offering content deals to help TikTok creators grow their presence on Instagram and Facebook over the coming months.

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