Instagram is reportedly attempting to poach popular TikTok creators by offering them substantial bonuses, ranging from $10,000 to $50,000 per month, to post their short-form videos exclusively on the platform. According to a report from The Information, these bonuses come with a caveat: creators must publish their Reels on Instagram before sharing them on other platforms, including TikTok.

This move is seen as a strategic play by Instagram to capitalize on TikTok's current absence from app stores. The popular short-video app went dark in the US to comply with the federal divest-or-ban law that came into force on January 19th, although it started coming back online on Sunday. However, it still hasn't returned to app stores, leaving a void that Instagram is eager to fill.

This isn't the first time Meta has attempted to lure creators with financial incentives. In 2021, Instagram launched a Reels bonus program, but it was short-lived. Creators reported that the platform slashed their payments in 2022, and the program was eventually axed in 2023. It remains to be seen whether these new bonuses will have a more lasting impact.

The timing of Instagram's move is particularly interesting, given the current state of flux surrounding TikTok. President Donald Trump recently signed an executive order delaying the app's ban, but the platform's future remains uncertain. Meanwhile, Instagram has been busy rolling out updates designed to appeal to TikTok creators, including changes to profile grids and the extension of Reels' maximum length to three minutes.

Furthermore, Instagram head Adam Mosseri revealed that the company is working on a new video editing and creation app, which will compete directly with CapCut, a popular app owned by TikTok's parent company, ByteDance. These developments suggest that Instagram is committed to becoming a viable alternative for TikTok creators, even if it means offering them substantial financial incentives.

However, not all TikTok creators are convinced by Instagram's overtures. Some have expressed dissatisfaction with Meta's reversal on fact-checking and policy changes that seem designed to appease the new administration. Whether Instagram's bonuses will be enough to overcome these concerns and attract a significant number of TikTok creators remains to be seen.

As the social media landscape continues to evolve, one thing is clear: the battle for creator attention and loyalty is heating up. With Instagram's latest move, the stakes have been raised, and it will be interesting to see how TikTok responds when it eventually returns to app stores.