Instagram’s doling out the massive bucks for creators selecting Reels over TikTok
Instagram’s TikTok envy has reached whole new heights. The meta-owned brand is now offering developers up to $ 10,000 to release reels in a new competition called Reels Surprise.
The Reels Surprise bonuses are awarded to up to 150 creators in the US per week, with each creator receiving up to $ 10,000 for a single role. There is no actual participation in the competition; Users are only encouraged to post their best roles over the next few weeks in the hope that they will win. Instagram suggests uploading “inspirational” or “entertaining and entertaining” content for the competition.
Reels Surprise is a competitive program, so YouTubers can’t really win any of the prizes to go for traditional monetization. Instagram is raising stakes on its existing Reels Play loyalty program – part of Facebook’s larger $ 1 billion investment in influencers – TechCrunch reports. But Instagram also doesn’t disclose how much creators can make with these bonuses. Maybe you should tell people how much they can make if you want to get them into your programs. Just an idea.
The whole thing is a bit … vague – Instagram’s endgame here is obvious: tricking TikTok creators into moving their content to Instagram’s TikTok clone instead. In that effort, you’d think Instagram would motivate YouTubers by shedding light on how much they could make by switching.
Nope. The developers at Reels say the guidelines for bonuses are not at all clear. For example, some creators told TechCruch they saw others being offered more money for similar views and follower numbers. And these numbers really don’t seem to have a pattern. Some people are offered $ 1,000 for their reels; others are offered $ 600 for the same goals. One user reported that he was offered $ 35,000 for his rollers.
The new Reels Surprise competition is similarly opaque. Aside from the requirement that YouTubers have at least one existing role with more than 1,000 views, each role could theoretically win a $ 10,000 prize over anything. Up to $ 10,000, which could mean someone wins $ 20 while another wins $ 2,000. So yes. Just post something “fun” or “inspirational” and keep your fingers crossed, I suppose.
They want to be so bad at TikTok – Back then (a few years ago) Instagram was on the rise, a cool alternative to Facebook, the youth social network. TikTok’s rapid growth has made Instagram an existential threat. More than a billion people now use TikTok every month, just three years after it was launched.
Instagram still has a thriving influencer contingent to be sure. But when YouTubers – especially younger ones – want to make short videos, they go to TikTok. Reels, as a newer product with a much smaller user base, is struggling to grab the attention of the TikTok crowd.
Instagram is exploring every possible way to steal TikTok’s business. Most of these attempts are just simple TikTok clones like Reels, and Instagram even toyed with the idea of modifying its entire app to act more like TikTok.
Cash bonuses are generally a good motivator, so Instagram is on the right track there – although more transparency would mean a lot of work. In general, Instagram could be more successful in attracting new creators to reels if it focuses on fixing its many problems and doing less harm to children’s mental health.