Meta is luring TikTok creators to its platform with cash rewards, content deals and promises to support community development. The company announced Tuesday that eligible TikTok creators can receive "up to" $5,000 over three months for posting Reels on Facebook and Instagram.
These creators will also gain access to Facebook's content monetization program, which allows creators to make money by posting videos, photos and text on Facebook. Additionally, Meta will offer content deals to some TikTok creators, helping them grow their audiences on Instagram and Facebook.
Some TikTok creators will also receive a one-year trial of MetaVerified, which includes verification badges, account support and impersonation protection. (The company did not disclose the criteria for obtaining the service).
Although TikTok was back online in the United States after a 12-hour shutdown over the weekend, the ByteDance-owned social network is still not available in the app store. Although U.S. President Donald Trump signed an executive order on Monday delaying TikTok's ban by 75 days and told the Department of Justice not to enforce the ban's penalties, it is still unknown when (or if) the app will return to the Apple and Google App Stores.
Meta is clearly taking advantage of TikTok’s current woes by poaching and luring some of the service’s creators.
The company also said it is making changes to Reels to make the short video format more attractive to TikTok creators. For example, US-based Instagram creators can now post three-minute Reels, a significant increase from the previous 90-second limit. On TikTok, creators can record videos up to 10 minutes long and, in some cases, upload content up to an hour long.
In addition, Meta will also make Reels more prominent as the company plans to feature Reels in more places on Instagram and Facebook. For example, people might start seeing recommended videos higher on the homepage. Additionally, they may see more Reels in search results.
To further attract TikTok creators, Meta noted that it has optimized its ranking system to allow new creators to reach new audiences.
Meta will also allow creators to display their Instagram, TikTok or YouTube presence and follower count on their Facebook profile to increase their credibility on their platform.
Meta has made other changes to take advantage of TikTok's current uncertainty in the United States.
On Sunday, Meta revealed that it will launch Edits, a Capcut-like app next month. On Friday, it rolled out an update that makes it easier for Instagram users to find Reels that their friends and followers have liked on the platform. The app will also encourage users to start conversations about Reels via a new Reply Bar.