Meta has launched a new incentive scheme to encourage content creators to drive traffic to Instagram, offering up to $20,000 for successful referrals.
The initiative, which is still in the testing phase, was confirmed by the company to Business Insider.
The programme, dubbed “Referrals,” is a limited, invite-only trial currently available to creators based in the United States.
Under the scheme, creators can earn payments when users visit Instagram or create new accounts using links shared by those creators.
According to Meta, there are two earning models under the referral system, with payouts capped at $20,000.
One of the participants, Courtney Canfield, who manages an Instagram account for her dog Rambo, was among those offered the latter option.
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The pilot programme is scheduled to run for six weeks, spanning May through June. To facilitate payments, Meta has partnered with a third-party service provider called Glimmer, as outlined in Instagram’s help centre page for the initiative.
Creators are being encouraged to share their links “off Instagram,” promoting them on external platforms like TikTok, YouTube, Discord, and Substack.
A screenshot viewed by Business Insider revealed this push for cross-platform promotion.
The move comes amid intensifying competition in the social media space, particularly with TikTok and YouTube, and coincides with a high-profile antitrust case against Meta brought by the Federal Trade Commission.
In its ongoing effort to retain and attract creators, Instagram has been experimenting with several monetisation strategies.
In January, amid talk of a potential TikTok ban, the app introduced a “Breakthrough Bonus” to entice creators switching over from TikTok.
Additionally, Meta signed deals with some creators to produce Instagram-exclusive reels, with contracts ranging from $2,500 to $50,000 a month over three months.
This is not Meta’s first foray into creator-focused rewards. Over recent years, the platform has tested various monetisation programmes to keep creators engaged.
This is coming after Instagram rival app, TikTok introduced a referral programme last year offering shopping discounts and financial perks to users who brought in new members.
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