news Instagram is offering creators up to $20,000 to bring people to the app

[Cpvr]

Instagram is offering creators up to $20,000 to bring people to the app

Creators earn $100 per new signup or per 1,000 eligible visits.

They must share links off Instagram, including on TikTok and YouTube.

The six-week pilot, running May through June, uses third-party firm Glimmer to manage payments.

The program reflects Meta’s scramble to outcompete TikTok.

Source: https://www.businessinsider.com/ins...eds-dollars-drive-traffic-new-sign-ups-2025-5

 

[King Belieal]

Instagram should just take a chill pill. They won't be able to overtake TikTok. Even with this incentive, they still won't be able. TikTok started and ran with a model that resonated with the average young person that desires to be heard through contents. I know some creators would make some money off this incentive. But overtaking TikTok is a tall order.

 

[Harsh World]

They are nothing without creators to keep people engaged on the app, and $20,000 is not a check as a creator with 100K+ (loyal) followers that I'd take as a deal, at least. I hope people are more savvy than that.

I think they're going to need to up their number to poach them from all over. Ensure that the deal includes the back catalog from everywhere else, plus their future catalog, locked in.

Why walk from a good deal to a weak deal?

 

[Shortie]

This is very much a way to try and get people to come over to their platform without doing anything much or giving people a reason to want to be on Instagram.

I wouldn't jump on this at all, but I know people who will just to be able to make something. Unfortunately, I don't see this ending up being a good way to bring people to the platform unless they give people a good reason to want to stay.

 

[Harsh World]

Unfortunately, I don't see this ending up being a good way to bring people to the platform unless they give people a good reason to want to stay.

It might be a way to force them to stay.

I would imagine there are strings attached to that $20K, like all content published to Instagram is property of Instagram. It would be so that authors ("influencers") can't just hop ship and upload all their old content without a good ole Meta cease and desist (C&D), which any other platform would happily oblige doing to wipe out all the uploaded content in order to not face a Meta lawsuit.

If they invest in 1000 new authors to stay on Instagram, you could say that there may be a Ven diagram with followers of them, but let's just call it 100,000 each. That would be up to 100,000,000 MAU (monthly active users) along with the newly paid-out 1000 authors that only cost them $20 million to acquire, which is pennies on the dollar compared to the MAU increase that would have been if they tried to attract 100 million new users on their own.