Instagram has added a new short video function to the image -centered platform as a direct challenge to Tiktok.
Chris Dermas | AFP | Getty Image
Meta CNBC has been found to create a contract to advertise Instagram on other short video apps, including Tiktok, Snapchat, and YouTube.
The Tiktok app cannot be downloaded from the US Apple and Google app stores. Meta Is a chance to advertise Instagram, the treasure of its social media empire, to more users.
As part of META’s transactions, creators need to advertise Instagram twice a month on other short video platforms. Snap -chat,, Google According to the details of the contract provided to the creators judged by CNBC, youtube shorts.
The contract also requires a three -month exclusive post in the Instagram short video product, Reels, until creators can post content to other places.
These contracts are six months, creators are required to post at least eight Instagram reels a month and post at least one to Instagram than other platforms. Creators also need to share content twice a month in the Instagram story.
To meet these requirements, you cannot include posts in the brand contract. A brand contract is a contract that receives rewards by posting content that creators advertise the brand to your account.
The contract confirmed by the CNBC is an example of the intermediate -layer contract provided to the creator by Meta. According to stakeholders who are familiar with the circumstances, social media companies also offer conditions with different results and rewards depending on the viewer’s scale.
Monday reports the Instagram creator with a high number of followers in Tiktok has provided a cash bonus of $ 10,000 to $ 50,000 per month when moving a video to Instagram Reels.
META also announced some new features for creators, such as a video creation app called Edits, expanding REELS to three minutes, and new bonus programs for creators.
Creators make such a platform
This movement of Instagram highlights a big bet in social media environments. While Tiktok’s future is on, platforms are competing to attract millions of users.
Tiktok was closed for several hours in the United States last week in response to the law signed by former Joe Biden in April. Under the law, China -based byte dances will face the de facto ban in the United States on January 19 without the sale of Tiktok’s ownership. As a result of the law, Apple and Google have removed Tiktok from US app stores.
However, after President Donald Trump stated that it would delay the ban, the app began to work again in the United States. In accordance with this, President Trump significantly signed a presidential decree to delay the enforcement of the ban.
On the other hand, US investors from Frank McCortoh to Mr. Beast, known as Mr. Beast, have offered transactions that bring Tiktok’s ownership to the United States. Trump is also a billionaire Elon Mask Oracle Larry Ellison has acquired partial ownership of the app.
For Meta, paying creators to advertise Instagram has been in recent years, after the popularity of Tiktok has exceeded that, to regain the application as the most popular social media platform among teens and young people. It can be an effective strategy.
According to a survey by the Pew Research Center in 2023, 59 % use Instagram, although 63 % of teens aged 13 to 17 are using Tiktok. It was.
Many Tiktok creators depend on brand trading as the main way to earn income, and payments are often determined according to the number of followers. Due to the stalls of Tiktok, the brand has paused and changed contracts to include competitors.
According to Dan Wine Stein, co -managed by the agency who manages many top Internet creators, Dan Winestein, “advertisement has been paused, causing a great deal of anxiety and a great deal of revenue. “
According to Mr. Winestein, advertisers and creators are in the situation mode, and the brand diversifies social media strategies beyond Tiktok by incorporating platforms such as Instagram and YouTube shorts. It is said that it is.
Moving from a platform to another platform does not guarantee the success of the creator. Many people who have gained popularity in Tiktok may have a hard time acquiring viewers in other apps.
“It is always difficult for many Tiktok creators to migrate to traditional YouTube and conventional Instagram,” says Jakob Wolak, the founder and CEO of the Social Media Consultant Company, CEO. “There is a YouTube short and there is an Instagram reel. You can reuse the content on these platforms, but the algorithm is different.”
Meta -shi wants to attack creators who seek a new source of revenue.
Substack announced on Thursday a $ 20 million creator accelerator fund to support the transition and expansion of creators’ paid subscriptions. SUBSTACK is a platform where writers and creators can issue newsletters and earn money from Konzenz through subscriptions.
There are also creators who are flocking to other overseas platforms.
Rednote, known as Xiaohongshu in China, has become a top free app in Apple’s application last week, and has been rapidly attracting users looking for alternative apps in Tiktok’s uncertainty. Rednote provides a video sharing platform similar to Tiktok.
According to Captiv8 survey, 67% of the surveyed Tiktok creators are considering rednote as a recommended alternative.
“The real reason that people ran to Xiaohongshu was not because it was an excellent platform, but it was a kind of screw for the US government,” Waulak said.
Worak said that the value of the digital influencer is becoming more clear as other platforms are actively enthusiastic about Tiktok’s uncertain future.
“Creators make these platforms. Without a creator, it seems like there is a square in a city without entertainment,” Worak said. “It’s thanks to the creators that all of these platforms are successful.”
Note: The reason is the reason why the meta is still “underweight” in Needum
