Instagram To Pay Out $1 Billion To Creators Through 2022

Facebook CEO Mark Zuckerberg plans to pay out $1B to Facebook and Instagram creators by the end of 2022. 

The initiative, spurred by both a market trend and an urgency by creators themselves, will be facilitated through various upcoming Instagram features that we’ve previously talked about here.

In my last article, I said that Instagram’s lackluster speed at deploying these features and using features that creators actually want was holding them back from being on par with a company like TikTok. 

TikTok, who introduced the creator fund, pays their users just for making videos, a much less complicated setup than Instagram’s affiliate and creator shop sections. 

Fortunately, Instagram seems to be doing just that. New reels and IGTV programs have been in developing stages for a while, both of which would pay creators for earning high engagement on videos. But, we’re actually starting to see them roll out for people to use. 

The IGTV feature was previously deployed for testing, but the reels system now has a definitive release date: sometime in the next few weeks. 

Reels bonuses, which were announced around a month ago, are especially intriguing because they somewhat parallel the TikTok creator fund. Unfortunately, not all details have been released as of now.

It’s good to see the tech giant diversifying their payouts while keeping a clear line of communication with their user base. In doing so, Instagram may become a genuine contender for creators to use over a platform like Snapchat or TikTok. 

Don’t get me wrong, Instagram still needs to solve a few problems. Instagram’s IGTV feature allegedly would only pay out to creators producing original content-something that may become difficult for niche accounts to profit off of even if they own the rights to a video that they’re reposting. 

Issues will exist, but a consistent desire to provide a good app experience will certainly catapult Instagram’s business with creators.