Instagram's Million-Dollar Play to Poach TikTok Creators

Meta, Instagram's parent company, is aggressively courting TikTok creators with contracts worth up to $300,000 to lure them to Instagram Reels. These deals require creators to post exclusive short-form videos on Instagram, adhering to specific posting schedules and exclusivity terms. However, some creators are rejecting the offers, citing the demanding terms, such as the requirement to post 25% more content on Reels than on any other platform. This highlights the challenges Meta faces in its bid to challenge TikTok's dominance in the short-form video market.