Instagram is testing a new monetization opportunity for Reels creators that it’s calling ‘Surprise‘ bonuses.
The payouts, which will start to roll out in testing next week, are part of parent company Meta’s $1 billion commitment to help creators build sustainable businesses on its platforms through 2022. This comprises a rotating array of bonus programs that will incentivize creators to use different content tools and formats across Facebook and Instagram.
Reels Surprise bonuses are geared toward nascent creators who are earlier in their journeys, Instagram says. In order to be eligible, users in the U.S. need only be at least 18 years old, operate public accounts, and create a Reel that has garnered at least 1,000 views. Instagram says that it will reward up to 150 Reels weekly, with creators being able to earn up to $10,000 per one-time payout.
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As for how it will choose recipients, Instagram says it is taking into account the organic performance of Reels, content that entertains a wide audience and inspires other people to create. It is also prizing clips with original audio, and that showcases events that are relevant to the community. Instagram will also aim to reward creators that hail from diverse backgrounds.
Reels Surprise bonuses are evolving, Instagram says, and could come to include other creators over time. The feature will roll out globally next year.
While Surprise bonuses are exclusively aimed at up-and-comers, and mark a one-time-only payment, the users who receive them will be invited to monetize via the already-existing Reels Play bonus option, which launched this summer and allow creators to monetize based on the performance of their Reels on a regular basis, Instagram says.
The Reels Play bonus is available for content published on both Instagram and Facebook.
