Instagram’s Secret Plan to Steal TikTok’s Top Creators

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In the midst of doubts about whether TikTok will be banned or not, Meta is actively courting content creators, positioning itself as a leading social media platform in this regard.

In January, Meta introduced a “Breakthrough Bonus” initiative, under which creators could receive up to $5,000 for sharing videos on Facebook and Instagram Reels. Additionally, they unveiled plans to provide content agreements to chosen TikTok creators, aimed at boosting their presence on Instagram and Facebook. Consequently, creators are responding to the potential ban with a blend of apprehension and strategies to distribute their content across various platforms.

Daniel Mac, with 14 million TikTok followers, expressed his worry about something crucial to his income, saying, ‘It’s troublesome, but I sense a lack of understanding surrounding it. There’s a lot of uncertainty, and frankly, it can be quite unsettling.’

Starting from January, the Supreme Court approved a law effectively prohibiting TikTok’s operation within the United States. The app experienced a temporary shutdown starting January 18, but resumed functioning the following day as President Trump postponed the implementation of the law until April 5. By this date in April, the company (owned by Chinese internet firm ByteDance) must either secure a non-Chinese buyer for the business or risk being banned once more in the U.S. It is said that tech giant Oracle has been in discussions to acquire the company.

Given these circumstances, Charles Porch, Instagram’s vice president of global partnerships, mentions that the company, known for its connections with prominent content creators, is encouraging influencers to distribute their content across various platforms. Furthermore, Meta is offering a collection of tools designed to attract creators from TikTok. For instance, they have extended the duration of Reels, Instagram and Facebook’s short-form video content, from 90 seconds to a maximum of three minutes. Additionally, they introduced Trial Reels, a feature that allows creators to share their content with non-followers initially to gauge its appeal before posting it to their followers.

Porch states that it’s become apparent to every creator that they should spread their work across various platforms, due to the unpredictability. This has especially been highlighted in the past few months, and there’s a noticeable increase of creators revisiting Instagram, expressing their desire for a new strategy.

Furthermore, Meta launched an ad campaign featuring prominent personalities like Mac, Quen Blackwell, and Charli D’Amelio in January, demonstrating various methods of utilizing Reels as a platform.

Mac, recognized for his videos where he queries celebrities and luxury car owners about their professions, has been considering the possibility of a ban. In response, he’s been publishing content more frequently and experimenting with diverse topics outside of car videos on platforms like Trial Reels on Instagram and mid-length videos on Facebook. Though his primary audience resides on TikTok, he also boasts a significant following on Facebook, with 3.5 million followers, second only to YouTube, where he has 3.3 million followers.

Mac points out that most of his income is generated through brand partnerships on Instagram, yet he also earns a significant amount from Facebook. This is because Facebook draws the highest number of views among his primary demographic, which is men aged 25 to 35 years old. He mentions that the success of his content on Facebook has been unexpected for his peers in the creator community, who typically view it as a platform catering to older audiences.

During some business partnerships, Mac mentioned a potential TikTok ban was discussed, specifically referencing the app’s temporary ban in January. At that time, advertisers included terms in their agreements requiring twice as many posts on Instagram or Facebook, should TikTok encounter any issues.

He mentioned that the idea was highly feasible and something that brands were actually including in their contract negotiations.

Even though the future of TikTok remains unclear, some content creators have grown accustomed to the evolving nature of social media platforms.

Content creator Blackwell, recognized for her humorous videos, boasting a massive following of 11.9 million on TikTok and 3.2 million on Instagram, shares that though she wouldn’t want to part ways with the community she nurtured on TikTok, she is confident they will accompany her to other platforms like Instagram and YouTube, where she already has a substantial audience of 2.5 million subscribers. Having previously risen to prominence on Vine, she’s no stranger to this scenario.

Blackwell has been a content creator online since before ‘influencing’ was even a thing. Over the years, he’s seen numerous apps disappear or get banned, and this experience has made him somewhat desensitized to apps fading away. He mentions Vine as an example – he used it when he was younger – and with the possibility of TikTok being removed, he doesn’t feel too affected by it, other than thinking he’ll just move on to using other platforms instead.

Blackwell points out that he doesn’t derive his worth from a specific platform; instead, he values himself based on his ability to amuse others.

Despite the emergence of newer platforms such as RedNote, following the initial ban of TikTok, Blackwell admits that she’s chosen to abstain. Mac, who experimented with RedNote for a short while, expressed confusion and ultimately discontinued its use. Similarly, he attempted posting on X, but found it lacking in creator support, expressing dissatisfaction with the experience.

platforms like YouTube, Substack, and Snap are actively courting content creators amidst the potential ban of Snap, and they see an opportunity to attract some of TikTok’s 170 million U.S. users. Specifically, Substack is expanding its video capabilities and offering financial incentives to TikTokers, while Snap has launched marketing campaigns with popular TikTokers and overhauled its monetization strategy.

These platforms (YouTube, Substack, and Snap) are trying to win over content creators as a possible result of the Snap ban, and they believe they can get some of TikTok’s 170 million U.S. users by doing so. For instance, Substack is improving its video features and giving money to TikTokers, while Snap is teaming up with popular TikTokers for promotions and redesigning how it makes money from content.

The recent effort at Meta is prompted by the company, now merged in reporting Instagram statistics, boasting a daily active user base of 3.35 billion across its suite of apps, including Facebook, Instagram, Messenger, and WhatsApp. Yet, Meta faces stiff competition from TikTok, known for its high engagement rates and appeal to a younger demographic. Furthermore, there’s been a belief that TikTok videos are more raw, in contrast to the polished aesthetic of Instagram content. Nevertheless, Porch suggests that the team is urging creators on Instagram Reels to emphasize more “realness.

After the TikTok downtime, Blackwell has been uploading more brief content to Reels and focusing on longer videos on YouTube (ranging from 30 minutes to an hour). Additionally, she’s treating her Instagram posts as a kind of re-introduction since she was already active there.

Blackwell mentions that he’s approaching it as if there’s no audience, and he feels like he’s starting over in short-form content creation with Reels. As a result, he’s not leaning on inside jokes with his existing community, but instead focusing on creating engaging videos.”

“Blackwell explains that he’s treating it as if there’s no audience and sees it as a fresh start in short-form content creation through Reels. So he’s avoiding using inside jokes from his community and is instead working to produce compelling videos.

As a well-known TikTok sensation with over 157 million fans, I’ve been venturing into diverse content on Instagram, where my following has surpassed 42 million, largely due to my latest role in the Broadway production of Romeo & Juliet.

D’Amelio mentioned that she has utilized Meta and Reels to give a glimpse into another aspect of her life, more like daily vlogs showcasing her typical Broadway day, demonstrating what her schedule involves, preparing for performances.

However, regarding the possible ban of TikTok, D’Amelio emphasizes its significance in her own life and for many others.

As a gamer, I’ve seen firsthand how TikTok has transformed lives, including my own. It’s not just an app; it’s a tool that’s reshaped countless narratives and offered a lifeline for many families. For me, it’s been a game-changer in more ways than I can count. The platform has opened up a world where people can express their creativity, whether through captivating videos or showcasing their unique hobbies. It’s created an incredibly welcoming space where individuals can find like-minded communities, feel accepted, and simply be part of something bigger. In essence, TikTok has become more than just a social media platform; it’s a vibrant community that nurtures individuality and fosters connections.

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2025-03-26 15:55