The battle for dominance in short-form video content is intensifying, with social media giants competing for creators and audiences alike.
As TikTok faces an uncertain future in the U.S., its main rival, Instagram Reels, is making aggressive moves to lure top influencers.
As reported by HotNews.ro, internal documents reveal that Meta, the parent company of Instagram, is offering TikTok creators in the U.S. monthly payments ranging from $2,500 to $50,000 to post content exclusively on Reels.
Some contracts extend up to six months, with payments totaling as much as $300,000 per creator.
Strict Conditions for Creators
The contracts require creators to:
Post at least 10 new videos per month exclusively on Instagram Reels.
Keep content off other platforms for three months.
Increase their Instagram Reels output by 25% more than their next most-used video platform.
Engage with followers daily and promote Instagram content on TikTok or YouTube twice a month.
Despite the lucrative offers, not all creators are eager to switch. Some find the exclusivity terms restrictive, while others feel Meta’s requirements are overly demanding.
One talent manager noted that creators consider tracking post percentages across platforms to be "difficult and frustrating."
Will Money Be Enough to Win Over Creators?
Meta’s strategy underscores the fierce competition for content creators as platforms vie for users' attention.
However, even six-figure deals may not be enough to shift creator loyalty away from TikTok, which remains dominant in the short-video space.
While some influencers are accepting the contracts, others are skeptical about Instagram’s ability to replace TikTok as the go-to platform for viral video content.
As competition intensifies, the social media landscape could see major shifts in the months ahead.
