In a strategic effort to take advantage of TikTok’s uncertain status in the US, Meta has introduced an appealing initiative designed to lure content creators from competing platforms like TikTok. With the popular video-sharing app potentially facing removal from US app stores, Meta is offering select creators bonuses of up to $5,000 for regular posting on Facebook and Instagram over a three-month span.
The “Breakthrough Bonus Programme” offers cash incentives to creators based on their social media engagement, with payments issued within the first 90 days. Additionally, creators will have access to Facebook’s content monetization tools, which will enhance their income-generating capabilities. Meta will also provide a free trial of “Meta Verified,” its premium service that includes a blue checkmark for greater visibility—typically priced between $15 and $120 per month.
While Meta has not directly mentioned TikTok in its offer, the timing indicates that the initiative is aimed at creators looking for alternatives due to TikTok’s recent challenges in the US, leaving 170 million American users in a state of uncertainty. Meta’s new offerings address the financial needs and monetization hurdles faced by TikTok’s user base, particularly as the platform’s future in the US hangs in the balance. 
This initiative is the latest chapter in Meta’s ongoing competition with TikTok’s parent company, ByteDance. Recent features from Meta, such as “Edits”—a video editing app—reflect TikTok’s tools, as Meta aims to take the lead in the short-video market while TikTok’s future remains unclear in the US. Meta’s strategic offer highlights its ambition to attract creators and strengthen its position in the ever-changing social media landscape.
