In a strategic move to capitalize on TikTok’s recent challenges in the U.S. market, Meta Platforms—the parent company of Facebook and Instagram—has unveiled the “Breakthrough Bonus” program. This initiative offers financial incentives to popular content creators from rival platforms, particularly TikTok, to join and actively produce content on Meta’s social media services.
Breakthrough Bonus Program Details
The Breakthrough Bonus program allows eligible creators to earn up to $5,000 over a 90-day period by posting Reels—short-form video content—on Facebook and Instagram. To qualify for the full bonus, participants are required to share at least 20 Reels on Facebook and 10 Reels on Instagram within 30 days of accepting the program’s terms. These videos must be original and not previously shared on other platforms.
Eligibility criteria specify that creators must be new to both Facebook and Instagram, based in the United States, and at least 18 years old. The firm evaluates applicants on a case-by-case basis, considering their existing social media presence. Additional perks for participants include a complimentary subscription to Meta’s blue check verification service.
Context of the Initiative
This initiative emerges amidst significant upheaval for TikTok in the United States. The platform was temporarily removed from U.S. app stores following a federal divest-or-ban law enacted on January 19, 2025. Although the ban has been delayed, TikTok remains unavailable for download, creating uncertainty for its creator community. Meta’s Breakthrough Bonus program appears to be a strategic effort to attract creators seeking stability and new opportunities during this period of ambiguity.
Expert Insights
Industry analysts view Meta’s approach as a calculated move to bolster its user base and enhance engagement on its platforms. By incentivizing creators to produce exclusive content, Meta aims to diversify its offerings and appeal to a broader audience. However, some experts caution that creators may be hesitant to transition due to Meta’s past policy changes and the potential instability of bonus programs.