Meta Targets TikTok Creators with New App and Lucrative Incentives

Meta is set to launch a Capcut-like app named Edits next month, aiming to attract TikTok creators by offering them substantial cash bonuses, content deals, and enhanced community support. This strategic move allows creators to display their Instagram, TikTok, or YouTube handles and follower counts on their Facebook profiles. By integrating these features, Meta seeks to cement its position as a key player in the short-form video market and lure creators from TikTok's thriving community.

Meta's enticing offer includes access to the Facebook Content Monetization program, enabling creators to earn money through their videos, photos, and text posts on Facebook. Additionally, the company is making Reels more prominent on Instagram and Facebook by recommending them in more spaces. U.S.-based Instagram creators now have the opportunity to publish Reels up to three minutes long—a significant increase from the previous 90-second limit. These changes aim to make the short-form video format more appealing to TikTok creators.

In an effort to further engage users, Meta is introducing a new "reply bar" feature designed to foster conversations around Reels. Some TikTok creators will also enjoy a one-year trial of Meta Verified, which includes a verified badge, account support, and impersonation protection. Through these initiatives, Meta hopes to create a more dynamic and interactive community for content creators.

Meta offers eligible TikTok creators the chance to earn up to $5,000 in bonuses over three months for posting Reels on Facebook and Instagram. The company has optimized its ranking systems to help newer creators reach new audiences more effectively. Furthermore, some TikTok creators will receive content deals aimed at expanding their audiences on Instagram and Facebook.

Currently, TikTok remains absent from app stores in the U.S. after experiencing a 12-hour blackout over the weekend. Despite President Donald Trump's executive order delaying the TikTok ban by 75 days, it remains uncertain when—or if—the app will return to Apple and Google's stores.