Instagram giving influencers $20,000 to promote on other social media platforms
Instagram is stepping up the pressure in the battle for creators as platforms such as TikTok and YouTube grow in popularity. The platform, part of Meta, has launched a new referral programme called Referrals. This temporary initiative offers US-based creators high fees to attract new users and traffic to Instagram.
The programme is running for six weeks, from May to June, and is invitation-only. Creators can earn up to $20,000 through two ways: $100 for every new user who signs up through their unique link, or $100 for every 1,000 valid visits to the app. Payments are handled by third party partner, Glimmer. Instagram encourages participants to actively promote their profiles on competing platforms such as TikTok, YouTube, Discord and Substack.
This move is part of Instagram’s broader strategy to capture creators and hijack them away from competitors. Earlier this year, the platform launched a ‘breakthrough bonus’, aimed specifically at TikTok creators. Instagram also struck exclusive deals with influential creators, sometimes worth as much as $50,000 per month.
Such reward programmes are becoming more common in the maker economy. TikTok recently introduced its own referral programme, with discounts and financial rewards for those who invite friends.
For now, Instagram’s Referrals trial is only available to a select group of creators and Meta has not yet announced whether the programme will be extended or rolled out globally.
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