In a bold move, TikTok has announced a major expansion of its Creator Rewards Program, aiming to attract and retain high-performing creators. This comes shortly after Instagram rolled out its own upfront payment model to lock in content producers.
Instagram’s Strategy: Meta-owned Instagram now offers select creators guaranteed upfront payments for Reels content.
TikTok’s Response: A revamped performance-based rewards program, a bigger bonus pool, and lower entry barriers for creators.
The core battle: One platform pays upfront, the other bets on sustainable income. So which is better for creators?
1. The Creator Economy Enters Subsidy War 2.0
Instagram's Latest Move: What Is the Reels Bonus Advance?
Instagram recently launched its Reels Bonus Advance, offering selected creators upfront payments before content performance is measured. In other words, creators get paid first, then publish—an appealing model for those needing stable cash flow.
For example, a mid-tier creator with around 100K followers might receive several thousand dollars in advance, as long as they hit their engagement targets.
TikTok’s Counterstrike: What’s New in Their Rewards Program?
Expanded Eligibility
Now available in more countries (including the U.S., UK, Germany, France, South Korea, and more)
Accessible to a broader range of creators—not just those with massive followings
Lower Content Length Requirements
Previously only videos over 1 minute were eligible for rewards
Now, videos 30 seconds or longer can also earn revenue
Improved Revenue Model
Higher average CPM (Cost Per Mille)—many creators are reporting2–3x increases
New revenue streams: in-video promotions, TikTok Shop links,and branded content are eligible for additional payouts
2. TikTok vs Instagram: Which Platform Should Creators Prioritize?
With both TikTok and Instagram ramping up their monetization strategies, creators are left wondering: which platform offers better opportunities? The answer isn’t necessarily a simple choice between the two—each platform has its own strengths depending on your content style and revenue goals.
TikTok’s expanded Creator Rewards Program offers video performance-based payouts. The more views and engagement your original videos get, the more revenue you earn. TikTok supports flexible, self-driven content creation with daily earnings tracking, making it ideal for creators focusing on viral, story-driven content, particularly videos that are 60 seconds or longer.
Instagram’s upfront payment system offers a more structured approach. Select creators are given contracts to produce specific content types (like Reels or brand-centric posts) in exchange for set monthly payments. While this offers a more stable income, it often comes with stricter content guidelines and less flexibility in how often you post.
If you're aiming for creative freedom, scalability, and a broader global audience, TikTok might be your best bet, especially with its expansion into new markets and strong support for mid-to-long-form videos. On the other hand, if you’re already established on Instagram or prefer the certainty of guaranteed payments through contract work, Instagram might still be the right platform for you.
3. How to Join TikTok’s Creator Rewards Program
Want to start earning from your content? Here’s a simple step-by-step guide:
Step 1: Meet the Eligibility Criteria
Must be at least 18 years old
Have at least 10,000 followers
At least 100,000 video views in the past 30 days
Consistently post original, non-copyrighted content
Step 2: Apply via the TikTok App
Open the TikTok app
Tap on the menu icon > Creator Tools
Select Creator Rewards Program (or Creativity Program, depending on your region)
Follow the on-screen instructions to enroll
Step 3: Set Up Payout Preferences
Link a PayPal or bank account
Complete any required tax info (especially for U.S. users)
Step 4: Optimize Your Content Strategy
Post videos that are at least 30 seconds long
Focus on niche topics with high engagement
Use TikTok Shop, branded tags, and affiliate links for additional earnings
Pro Tip: If you’re not eligible yet, focus on boosting engagement and creating long-form original content—this category gets prioritized in the algorithm and earns more.
Do you prefer TikTok or Instagram?
Are you planning to start creating short videos?
