San Francisco (awp/afp) – Instagram, a subsidiary of Meta (Facebook, WhatsApp), has been deploying all kinds of new features and stratagems for several days to try to attract content creators and users of TikTok who risk losing this application in the United States. United.
“Meta has been trying to take advantage of the uncertainty around TikTok for months, and its efforts to court TikTok creators have gone from subtle to overt,” commented Jasmine Enberg, an analyst at Emarketer.
After officially announcing longer videos and a new editing tool, Meta is now quietly offering multi-thousand-dollar bonuses to content creators who gain a large audience on TikTok, according to an article from The Information published Wednesday.
“Meta representatives contacted creators, offering sums ranging from $10,000 to $50,000 per month (…) to post their videos exclusively on Instagram before publishing them on other social networks,” the specialist site said. in tech news, citing an anonymous source.
Asked by AFP, a Meta spokesperson did not confirm the information but only mentioned the official program launched by the Californian group this month to “help eligible TikTok creators accelerate their growth on our applications “.
In addition to access to the content remuneration program, they can receive “up to $5,000 over three months to publish their videos on Facebook and Instagram”.
The future of TikTok is uncertain in the United States. Congress passed a law ordering its Chinese owner, ByteDance, to sell the platform, or face a ban, in the name of national security.
“Meta Gesticulations” ___
The deadline was Sunday, and the app was no longer accessible for a few hours, but Donald Trump, president again since Monday, granted it an additional 75 days.
On Saturday, Adam Mosseri, the boss of Instagram, announced that Reels – the format of short and entertaining videos to scroll on your smartphone, copied from TikTok – could now last 3 minutes, instead of 90 seconds, a limit fixed more than two years ago.
On Sunday, he presented a new video editing application, Edits, which will be available from February on iPhones to start.
Its launch comes as TikTok’s flagship editing tool, CapCut, has also disappeared from mobile application stores in the United States because it belongs to ByteDance. (Users who already have TikTok and CapCut can continue to use them for now, but there are no more updates.)
-“There’s a lot going on right now, but whatever happens, it’s our job to provide the best tools possible to creators,” said Adam Mosseri.
Jasmine Enberg thinks that the new features “won’t be enough to attract” TikTok loyalists, especially since “many of them are already shaken by Meta’s posturing to align with the Trump administration.”
“Hard cash bonus” ___
Mark Zuckerberg, the boss of Meta, has indeed increased the advances. Since Donald Trump’s victory, the leader of the social network has had dinner with him, appointed several of his allies to key positions, put an end to programs (anti-disinformation, pro-diversity, pro-content moderation) highly criticized by the conservatives.
While Instagram was seen as the most likely alternative to TikTok, many American users chose to fall back on Xiaohongshu (“Little Red Book” in French, nicknamed “Red Note” in English), another Chinese app.
Even if it is entirely in Mandarin, influencers saw it as a way to thumb their noses at both American elected officials and Meta.
“But TikTok creators will have a hard time resisting the possibility of a hard cash bonus, regardless of their opinion on Meta,” the analyst pointed out.
As for users, “they will go where their favorite creators are, and there is no better way to guarantee that creators will go to Instagram than to offer them money,” she added.
Instagram will also recommend to users Reels liked or commented on by their friends on the platform.
A similar feature was removed in 2019 because it was widely considered intrusive. Many users do not necessarily want their contacts to see the content they have “liked”.
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