Instagram is reportedly paying bonuses of up to $10,000 to popular influencers for posting videos on Reels as part of the 'Reels Play' bonus program announced earlier this year. Reels is Instagram's short-format video service that the company is banking on to attract young users. It may not be as popular as TikTok, but it is a success as far as Instagram is concerned. Owned and operated by Meta — the company formerly known as Facebook — Instagram has been infusing Reels with new editing options, filters and other features to take on rival TikTok as the world's preeminent short video platform.
Even as Meta continues its quest to create the so-called 'metaverse,' existing social media outlets like Facebook and Instagram remain an integral part of its future roadmap. Instagram's emphasis on video and attracting more personalities to the platform are part of its plans to keep the platform relevant among younger generations at a time teens and tweens are gravitating towards TikTok in droves. By attracting new users and keeping its influencers happy, the company hopes it will continue its growth trajectory even in the face of growing competition.
As part of its plans to encourage more influencers to create Reels, Instagram is now paying bonuses of up to $10,000 to creators who post videos on the platform. According to TechCrunch, the payouts are part of Instagram's monthly Reels Play bonus program and are currently available only to select creators. As for what the program entails, Instagram says the feature is in the process of being rolled out. It is only available to a handful of creators for now. Once it is available for a creator, they will have to join the program to be a part of it. Once they join, they will have 30 days to earn the bonus. They can select as many or as few Reels as they want to count towards their bonus earnings. The payouts will be directly based on the performance of their Reels, the post added.
Not All Creators Are Happy With Instagram
Talking to TechCrunch, creator Maddy Corbin, who has more than 51,000 followers on Instagram, claimed that she has been offered up to $1,000 per month for creating Reels. Others, with more followers, are reportedly earning only $600. Another creator with around 24,000 followers claimed that they were offered $800 if their videos reached 1.7 million views in a month.
Even though Instagram is hoping to keep creators happy with its new bonus program, many are complaining about some of the other issues they are facing on the platform. At the top of the list seems to be the frequent server outages that the service has been facing of late. One of the influencers, who recently earned nearly $700 in bonuses for their Reels, said they were disappointed with the recent service outage that prevented their videos from reaching more people.
Interestingly, Instagram is paying much higher bonuses this month compared to last month. The new rates are said to be higher on a 'payout-per-view' basis when compared to TikTok. As for where and for how long the bonus program will be available, the report states that it is currently only available in the U.S. with no word on when (or if) Instagram wants to expand this to other markets in the future.
Source: TechCrunch, Instagram