Instagram is directly challenging TikTok by adding a new short-form video feature to the image-centric platform.
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Yuan The company is offering offers to creators to promote Instagram on other short-form video apps, including TikTok, Snapchat and YouTube, CNBC has learned.
Using the TikTok app Currently unavailable available for download Apple and Google App Stores In the United States, Yuan is seizing the opportunity to promote Instagram, the crown jewel of its social media empire, to more users.
As part of the deal offered by Meta, creators must promote Instagram twice a month on other short video platforms, including Snapshot, Google’s YouTube Shorts and other content, according to contract details provided to creators reviewed by CNBC.
The deal also requires creators to have exclusive publishing rights on Instagram’s Reels short-form video product for three months before they can publish their content elsewhere.
The deals last six months and require creators to post at least eight Instagram Reels per month, with at least one more post on Instagram than on any other platform. Creators are also required to share content to their Instagram Story twice a month.
To meet these requirements, these posts cannot be part of a brand deal, an agreement in which a creator is compensated for posting content on their account that promotes a brand.
The contract reviewed by CNBC is an example of the mid-level deals Meta is offering to creators. The social media company also offers terms with different delivery volumes and compensation based on audience size, people familiar with the matter said.
Monday’s news Instagram is offering monthly cash incentives of $10,000 to $50,000 to creators with large TikTok followings to move their videos to Instagram Reels.
Meta said it also announced several new features for creators, including a new feature called editreels expanded to three minutes and new rewards Creator Monetization Program.
Creators build these platforms
Instagram’s move highlights the high stakes in the social media landscape, where platforms are vying for the attention of millions of users and the future of TikTok hangs in the balance.
Last week, TikTok was shut down for several hours in the United States. The Supreme Court upheld a law This was signed by my predecessor President Biden April. The law forces China’s ByteDance to divest its ownership of TikTok or the app will face an effective ban in the United States on January 19.
However, the app started running again in the United States after President Donald Trump said he will Delay the ban. Trump followed up on Monday and signed executive orderwhich delayed the implementation of the ban by 75 days.
Meanwhile, US investors range from Frank McCourt to Jimmy Donaldson, Known as Mr. Beast, Offered to make a deal This would give TikTok ownership to the United States Trump also expressed interest billionaire Musk or Oracle President Larry Ellison Get partial ownership of your app.
For Meta, paying creators to promote Instagram could be an effective strategy to help the app regain its footing as the most popular social media platform among teens and young adults. TikTok surpasses it Popular in recent years.
According to 2023 Pew Research Center survey63% of 13- to 17-year-olds said they use TikTok, compared with 59% who use Instagram.
Many TikTok creators rely on brand deals as their primary way of generating revenue, with payment amounts often depending on the size of their following. With TikTok’s future uncertain, brands have suspended or modified their agreements to include competing platforms.
“Advertising has been paused, which is causing a lot of anxiety and a lot of lost revenue,” said Dan Weinstein, co-chief executive of Underscore Talent, an agency that manages many of the internet’s top creators.
Weinstein said that amid uncertainty, advertisers and creators are in a wait-and-see mode, and brands are diversifying their social media strategies beyond TikTok by including platforms such as Instagram and YouTube Shorts into agreements.
Jumping from one platform to another does not guarantee a creator’s success. Many people who are popular on TikTok may have difficulty building an audience on other apps.
“For many creators on TikTok, making the switch to traditional YouTube or traditional Instagram is difficult,” said Jacob Wallach, founder and CEO of social media consulting firm Social4TheWin. “You There are YouTube Shorts, you have Instagram Reels, and you can repurpose that content into those platforms, but the algorithm is different.”
Meta isn’t the only company looking to capture creators looking for new revenue streams.
Thursday’s substack $20 million in funding announced Creator Accelerator Fund Help creators move and grow their paid subscriptions. Substack is a platform that allows writers and creators to publish and generate revenue for their newsletters Content via subscription.
Some creators are also flocking to other foreign platforms.
RedNote, known as Little Red Book in China, is The #1 free app in the Apple App Store Amid the uncertainty surrounding TikTok last week, it quickly gained traction among users looking for alternatives. RedNote provides a video sharing platform similar to TikTok.
according to a Research on Captiv867% of TikTok creators surveyed cited RedNote as their preferred alternative.
“The real reason people are running to Xiaohongshu is not because it’s a better platform, by any means, but because it’s almost like it’s trouble with the U.S. government,” Wallach said.
Wallach said the value of these digital influencers is becoming clearer as other platforms aggressively court creators in response to TikTok’s uncertain future.
“Creators are the ones who create these platforms. Without them, it would be like a town square without entertainment,” Wallach said. “Creators are the reason all these platforms are successful.”
