Like it or not, TikTok is a cultural phenomenon. Reaching 1 billion monthly active users as of September 2021 is proof of that. Even rival Instagram knows the Chinese-backed social network is an enormous success and wants to steal the spotlight. How? By enticing TikTok content creators with as much as $35,000 for a single post.
Last year, Instagram launched a new feature called Reels. It hosts short-form videos meant to cater to young viewers and their increasingly short attention spans. Text-to-speech functionality, voice effects, filters, and other TikTok-like features were added to Reels shortly after, as well as the Reels Play Bonus Program.
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That last addition began in July with $500 incentives for posts with 20,000 views. But in an internal document discovered by Insider, Instagram now pays as much as $35,000 if around 58 million views are reached. An eligible Reels post has a month to earn the bonus, per the program rules.
Source: Business Insider