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Instagram is offering huge bonuses for posting on Reels, its TikTok clone – TechCrunch

Summary

Instagram really wants you to post Reels — they’ll even pay you up to $10,000 for one, if you’re lucky.

As TikTok surpasses the 1 billion monthly active users mark, competitor platforms like YouTube Shorts, Snapchat Spotlight and Instagram Reels are incentivizing users to post their short-form content on their apps instead. YouTube established a $100 million creator fund for Shorts, Snapchat is offering cash prizes for submissions to Spotlight challeng…….

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Instagram really wants you to post Reels — they’ll even pay you up to $10,000 for one, if you’re lucky.

As TikTok surpasses the 1 billion monthly active users mark, competitor platforms like YouTube Shorts, Snapchat Spotlight and Instagram Reels are incentivizing users to post their short-form content on their apps instead. YouTube established a $100 million creator fund for Shorts, Snapchat is offering cash prizes for submissions to Spotlight challenges and, now, Instagram is upping the ante on its monthly Reels Play bonus program.

But creators are confused about what factors determine how big a bonus they’re eligible for from Instagram, and the platform isn’t helping clear up their concerns. Instagram told TechCrunch that the program is experimental and still in its early stages. But the lack of transparency can be troubling for creators who use these platforms to make a living. The bonus program even experienced a glitch this week, causing eligible creators to be told that they were actually ineligible for the payout. Instagram told TechCrunch that this glitch has been fixed.

Maddy Corbin, who has ~52,000 followers on Instagram, was offered up to $1,000 for her reels in a month. She noticed, though, that other creators were being offered different deals.

“I saw some people that had more followers than me and they could only make $600,” Corbin told TechCrunch. Some others with fewer followers were offered $800. “I wish I knew more on how that was generated. All I can think of is maybe it’s based off of past reels’ performance.”

A creator with about 24,000 Instagram followers — less than half as many as Corbin — told TechCrunch that last month, they were offered a bonus of up to $800 if they got 1.7 million views on all reels posted that month. The bonus isn’t all-or-nothing — the creator intentionally posted one reel per day during the bonus period and managed to get 1.49 million plays on their reels, earning a $689.90 payout. Still, they were disappointed when all Meta-owned apps like Instagram went offline for six hours due to server issues last month, which slowed the spread of their Reels.

But this month, Instagram kicked the bonus up a notch: Now this creator can get up to $8,500 for 9.28 million views. Proportionally, this is a higher payout-per-view than last month’s rate, and of course, there’s the potential to make over 10 times more money. The creator said that this is a higher payout-per-view than they get on TikTok, where they have 32,000 followers.

It’s difficult to determine how Instagram’s bonus offer is calculated — one Reddit user was offered up to $35,000 for over 58 million views in a month. Miguel Lozada, a Twitch streamer with around 800 Instagram followers, got the same $8,500 offer as a creator with 24,000 followers. Another user with 59,000 followers told TechCrunch that they were offered an $850 bonus this month.

“We’re continuing to test payments as we roll out to more creators, and expect them to fluctuate while we’…….

Source: https://techcrunch.com/2021/11/11/instagram-bonuses-reels-tiktok/