- Instagram introduces “Spring Bonus” to reward creators.
- The invite-only program excludes branded and watermarked posts.
- Instagram’s move comes amidst intense competition from TikTok and aims to retain creators.
Instagram is testing a new seasonal program called “Spring Bonus” that pays creators for engagement on various types of content, including reels, photo carousels, and single-image photo posts.
This move marks an expansion of the platform’s monetization opportunities, which previously focused primarily on video content.
Invite-only program capped payouts
The Spring Bonus program is currently invite-only and available in the US, Japan, and South Korea. Payouts are capped for creators, similar to previous iterations of Instagram’s bonuses, some creators reporting a limit of $30,000 for a 30-day period.
Posts labeled as branded content, collab posts, or those containing watermarks from third-party platforms are ineligible for monetization through the program.
Instagram’s evolving strategy amidst competition
Instagram’s decision to reintroduce bonuses comes at a time when competition from TikTok has intensified. TikTok has been encouraging users to post more photos, potentially planning to launch a standalone photo app.
Instagram has regained ground, outpacing TikTok in global download growth last year. The app’s downloads jumped 20% in 2023 compared to the previous year, while TikTok experienced a 4% rise during the same period, its daily-active-user growth flatlining.
The Spring Bonus program is part of Instagram’s evolving strategy to retain creators and maintain its position as a leading social media platform.
