Instagram is testing yet another creator incentive program. According to Business Insider, the pilot program pays creators every time a user visits or signs up for Instagram from links the creator has shared.
The amount that US creators who were invited to this pilot get paid varies. Some creators will be able to earn $100 for every 1,000 “eligible visits” to Instagram. Others will be able to earn $100 for every 100 “eligible new users” that sign up for the app. The amount creators can get paid is capped at $20,000.
Per Business Insider, this referral program will run six weeks between May and June. The outlet also notes that Meta is working with Glimmer, a third-party payment program, to deal with the payments.
Reportedly, according to a screenshot viewed by Business Insider, Instagram is instructing creators to share links in places like their profile, stories, Reels, posts, and channels on platforms like Discord, Substack, YouTube, and TikTok.
By doing this, Instagram is following in the footsteps of other apps that have employed similar tactics to ensnare a larger audience. Back in 2024, as reported by The Information, TikTok introduced its own referral program that offered creators incentives like shopping discounts. More recently, amid the uncertainty surrounding TikTok, competing app Red Note started paying US creators to promote the app.
Like all Instagram tests, there’s no guarantee that this pilot program will last — but it’ll be interesting to see how successful it is. However, it is interesting to see Instagram reward creators for bringing new users to the service. The affiliate game is no longer just about views and in-app activity.
