New Delhi: Meta-owned Instagram has slashed the pay of creators by up to 70 percent, raising the target metrics of monetization for them on the platform. According to The Financial Times, their pay per view has dropped by as much as 70 percent and the videos require millions more views for creators to get paid.

The creators said that the social network has not informed about the changes to the Instagram payout system.


One producer told the Financial Times that “his personal limit was increased from 58 million views to 359 million views to get paid up to $35,000”.

Meta said in a statement late Wednesday that the company is testing Reels bonuses on Instagram and Facebook, which could “fluctuate” payouts as pricing models refine.


Instagram last July announced the ‘Reels Play Bonus Program’, which offers financial rewards to creators who post on Reels, a TikTok-style short-form video clone of Instagram.

To attract more content creators, photo-sharing platform Instagram has reportedly started offering bonuses of up to $10,000 to those who post videos on the reels.


The company claimed that the bonus will become more personalized in the future.


Other social networks such as TikTok and Snapchat have introduced similar programs to keep creators on their platforms.