Instagram is rolling out new cash bonus programs for creators who post content on the platform. Previously, the company rewarded creators for engaging videos, but now it's extending compensation to include photo posts as well. The latest initiative, known as the 'Spring Bonus,' is a seasonal program that pays creators for engagement on reels, photo carousels, and single-image photo posts.
The Spring Bonus is a capped program, with examples showing limits set at $30,000 for a 30-day period. This invite-only program is currently available in the US, Japan, and South Korea. However, posts labeled as branded content or collab posts, as well as those with watermarks from third-party platforms like TikTok, are not eligible for monetization through the program.
Creators who have gained access to the Spring Bonus have reported estimated earnings ranging from $58 to $70 within a few days. Instagram is also testing a 'Performance Bonus' that compensates creators for engagement on photo posts. The eligibility requirements and accessibility of this bonus are not clearly outlined on Instagram's website.
Instagram's move to introduce these bonuses aligns with its efforts to incentivize creators to use features that support the app's business priorities. The platform had previously focused on reels to compete with TikTok but is now expanding its incentives to include photo posts as well.
Meanwhile, TikTok has been encouraging users to post more photos, citing higher engagement rates compared to videos. Instagram's resurgence in downloads and user growth indicates its success in regaining ground against TikTok. In 2023, Instagram experienced a 20% increase in downloads, outpacing TikTok's 4% growth, with daily active user numbers remaining steady.
