Instagram Tests $20,000 Referral Program Rewarding US Creators

Meta's Instagram is conducting an invite-only pilot program called "Referrals" in the United States to incentivize content creators to drive new users and traffic to the platform, offering payouts up to $20,000. Creators can earn money either by receiving $100 for each new eligible user who signs up through their referral links or $100 for every 1,000 visits generated via those links, which they are encouraged to share on external platforms like TikTok, YouTube, Discord, and Substack. This six-week test program, running from May through June, is part of Instagram's broader strategy to compete with TikTok and YouTube by attracting and retaining creators through various monetization initiatives, including prior bonuses and exclusive content deals. Payments are facilitated by a third-party service called Glimmer. Meta's push to leverage cross-platform promotion highlights the intensifying competition in the social media space and coincides with ongoing antitrust scrutiny by the Federal Trade Commission. Similar referral reward programs have also been adopted by TikTok, underscoring industry-wide efforts to grow user bases through creator incentives.