"With TikTok's fate up in the air, Meta has launched an aggressive campaign to attract TikTok creators with substantial cash bonuses and new tools designed to enhance content creation and distribution. Whether the effort will pan out remains unclear. Amid the ongoing uncertainty surrounding TikTok's future in the United States, Meta is seizing the opportunity to lure creators away from the embattled ByteDance-owned app."
"The initiative, dubbed the 'Breakthrough Bonus' also promises perks including yearlong trials of Meta's verification program as well as "immediate access to the Facebook Content Monetization program in which creators can earn money for their videos, photo and text posts on Facebook," Meta product communications manager Cullen Heaney tells The Drum. The news comes after TikTok experienced a temporary blackout in the US as a law requiring ByteDance to divest its US assets or face a nationwide TikTok ban came into effect."
Meta launched a campaign to attract TikTok creators by offering up to $5,000 for posting Reels on Facebook and Instagram over three months. The Breakthrough Bonus includes yearlong trials of Meta's verification program and immediate access to Facebook's Content Monetization program, enabling creators to earn from videos, photos and text posts. The push follows a temporary TikTok blackout tied to a law requiring ByteDance to divest US assets or face a nationwide ban, and the app remains unavailable in Apple and Google app stores. Meta previously ran Reels bonuses in 2021 but scaled back payouts by 2023; the current effort pairs cash incentives with Reels updates.
Read at The Drum
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