Instagram Courts TikTok Creators With Big Cash Bonuses

Instagram isn’t letting a good TikTok crisis go to waste.

Representatives for the Meta Platforms–owned app in the last week have been contacting creators with large TikTok followings, offering cash bonuses ranging from $10,000 to $50,000 per month or even more to make short videos for Instagram Reels, according to a person with direct knowledge of the discussions.

The richest cash offers are tens of thousands of dollars more than Meta had paid creators in the past for making Reels. The new bonuses require creators to post their videos exclusively to Instagram first before they can publish on other social networks. The offers show how Meta and CEO Mark Zuckerberg are trying to make the most of the volatility at TikTok.