Instagram offering creators $10,000 to create Reels

Instagram is offering creators up to $10,000 to create Reels for the platform.

In an effort to aggressively compete with TikTok, the social network has been working with creators and influencers and encouraging them to adopt the Reels feature, which is a direct clone of TikToka and allows consumers to post short, engaging videos.

TikTok now has more than a billion monthly active users, and as Instagram looks to stay competitive and relevant in a changing landscape, it’s offering creators up to $10,000 to create content. It’s called the Reels Play Bonus Platform, open to a select number of users.

As first reported by TechCrunch, there are no hard and fast rules on the accounts that are and are not eligible. Right now, a creator with less than 50,000 subscribers can earn $1,000 in a month, though some others only earned $600. One creator reached 1.7 million views on Reels and was offered $800 as an incentive bonus, so it appears there’s an algorithm at play somewhere.

Instagram says that its bonus program is offered to a small number of creators and says that earnings should “fluctuate while we’re still getting started.” The company has confirmed that bonuses should become more personalized in the future, suggesting this is a long-term benefit.

Are you a fan of Reels? Let us know and check back soon for the latest.

About the Author

News content on is produced by our editorial team and complements more in-depth editorials which you’ll find as part of our weekly publication. provides a comprehensive daily reading experience, offering a wide view of the consumer technology landscape to ensure you're always in the know. Check back every weekday for more.