Instagram wants to be the first place creators go to post short-form videos.
And it’s attempting to do so with piles of cash.
With TikTok’s US future in limbo, Meta has been contacting creators and their teams with deals offering thousands of dollars in exchange for exclusive video content posted to Instagram reels. The payouts described to Business Insider ranged from $2,500 to $50,000 a month and required the content to be exclusive to Instagram for three months. The Information first reported on the program last week.
BI viewed contracts and spoke with several talent managers whose clients have received these offers. The managers requested anonymity to protect business relationships. Their identities are known to BI.
Typically, the deals are being sent to creators with more than 1 million followers on TikTok.
Not every contract is the same. One manager told BI they couldn’t see a clear pattern as to why some creators were offered more money than others.
The payouts are grouped into tiers:
However, even the promise of a big payday hasn’t been enough to lure some TikTok creators. This underscores the challenges Meta may face in usurping TikTok’s short-form dominance.
“To try and change consumer behavior, or at least the perceived acceptance of consumer behavior, by stemming down another platform, I just don’t think is the right way of handling it,” a second manager said.
Instagram is offering deals worth up to $300,000 over six months
Here’s a glimpse into an offer that has been sent to several creators for a total of $300,000 over six months:
The second talent manager with knowledge of these deals said some of their clients turned down the offer, citing reasons like exclusivity and overall frustration with Meta. Some said posting multiple reels a day felt “cheugy,” a Gen-Z term for out of touch.
“It’s not a good deal,” the second manager said. “Having to track that you’re posting 25% more to reels than TikTok makes this untenable.”The manager added: “Some clients are taking it because the money is good for them, and I’ve seen some clients pass.”
Here are the terms for a second offer that has been sent to several creators for a total of $90,000 over six months:
Meta is also offering bonuses to lure TikTok creators
Word is getting around about Meta’s offers in the influencer industry, two talent managers told BI.
“Meta is being really bullish on locking these in,” said a third talent manager who has seen similar offers from Meta.
This isn’t the only trick Meta has up its sleeves to woo TikTok creators amid a still looming ban or sale.
Meta launched a “Breakthrough Bonus” program last week. The program pays “eligible TikTok creators to help jump-start their growth on our apps,” a spokesperson told BI. The program will pay up to $5,000 within a three-month period for posting reels to Instagram and Facebook.
Meta declined to comment on the specifics of these deals.
The post Leaked Instagram deals reveal Meta is offering TikTok creators as much as $300,000 to post. Read the contract terms. appeared first on Business Insider.
