Meta lures TikTok creators with bonuses and free verification

On Tuesday, the company announced that eligible TikTok creators can earn up to $5,000 in bonuses over three months for posting Reels on Facebook and Instagram.

Additionally, creators will gain access to the Facebook Content Monetization program, enabling them to earn money from their videos, photos, and text posts on Facebook.

Some TikTok creators will also be offered content deals to expand their audiences on both Instagram and Facebook.

Meta is also offering a one-year trial of Meta Verified to select TikTok creators, providing them with a verified badge, account support, and impersonation protection. The company did not disclose the specific criteria for receiving this benefit.

The move comes as TikTok faces challenges in the U.S., including a 12-hour shutdown over the weekend and an uncertain future in the app stores. Meta is capitalizing on TikTok’s current struggles by enticing its creators to shift platforms.

Meta has further optimised its ranking systems to help newer creators reach broader audiences, and will allow creators to display their Instagram, TikTok, or YouTube handles and follower counts on their Facebook profiles for enhanced credibility.

In response to TikTok’s current uncertainty, Meta is also launching a new app called Edits, similar to TikTok’s popular CapCut app, and has introduced features to make it easier for Instagram users to discover Reels their friends are liking. Additionally, Instagram is rolling out a new "reply bar" feature to encourage conversations about Reels.

Meta’s strategy is aimed at attracting TikTok creators by offering financial incentives, enhanced support, and new tools to help them grow their presence across Meta’s platforms.