In the context of Trump's 75-day grace period for TikTok's "sell or ban" order, competitors also regard this executive order as a window period to "grab business." According to local media reports in the United States,Facebook and Instagram (the US version of "Little Red Book") owned by social media giant Meta have launched a new "Breakthrough Bonus Program" to provide rewards of up to US$5,000 to content creators who switch portals.


Although TikTok was not explicitly named, Meta’s intention to launch a paid new attraction project at this juncture is self-evident.

TikTok has said that there are 170 million American users on the platform, many of whom rely on making short videos to make a living. This means that once TikTok continues to be in turmoil, these creators will be forced to find alternative platforms.

Meta said that this cash reward program is only limited to new users who have not previously registered on either platform. They will be able to receive bonuses within the first 90 days of the Change Portal,The premise is that you must publish at least 20 short videos on the Facebook platform and 10 short videos on Instagram within each 30-day period. At the same time, these short videos must be the first original ones, rather than reposting videos that have been published on other platforms.

Judging from the publication quantity requirements, Meta seems to be particularly keen to increase the number of original short videos on Facebook.

Meta said,The specific amount of money a creator can get must be calculated based on the "assessment of social influence." At the same time, this project seems to have an audit mechanism, and creators need to apply to join.

For creators who join the project, Meta will also provide a free one-year identity authentication subscription. Creators can also join the Facebook Content Monetization program, which allows them to earn money for text and photo posts.

Of course, this is not the full picture of Meta’s efforts to poach TikTok.Meta has offered some TikTok star bloggers monthly bonuses of up to $50,000 in exchange for being the first to publish content on the Meta platform, science and technology media "Information" reported this week.

A Meta spokesperson declined to comment on specific arrangements, but said the company has "recently expanded its investment in content transactions to support more creators."

This is not the first time that TikTok has been targeted

Based on the uncertainty of TikTok’s operation in the United States, this reward program is not Meta’s first move.

Last Sunday, when a series of apps such as TikTok and CapCut were removed from the shelves in compliance with the ban,Meta Company announced the launch of video editing tool Edits.

At the same time, Meta also began to promote a "new link experience for shoppable content". In simple terms, it isThis company is trying to build the hugely successful TikTokShop system.

In the new system, product bloggers on the Facebook platform can directly add prominent shopping promotion links to short videos just like on TikTok. In the past, they could only post the links in the comment area.


Another TikTok-inspired change isInstagram has adjusted the thumbnail style of user homepages, from the classic 1:1 small square to a 4:5 rectangular layout - the same as TikTok. Since this feature was suddenly launched last week, it has been strongly criticized by users whose homepage has been messed up.


Adam Mosseri, head of Instagram, explained to the media that the company knows that many users like square display boxes very much. But at this point, most uploaded content, whether photos or videos, is vertical.

After receiving "a lot of negative feedback," Mosseri also said that the company knows that many people have spent a lot of time adjusting the grid and are now completely disrupted, and that future applications will improve the ability to customize these thumbnails.