The Creator Talent War: TikTok and Instagram Roll Out New Incentives to Win Over Influencers
Faced with ongoing uncertainty surrounding TikTok's operations in the United States, Meta is accelerating efforts to attract TikTok content creators, aiming to seize the opportunity created by the potential disruption in TikTok’s U.S. business. This move comes amid escalating tensions in the China-U.S. trade relationship.
In response, Instagram has introduced a series of new policies to lure creators from TikTok to its platform. Notably, Instagram has begun developing an iPad app—despite previously stating that an iPad version was not a priority.
This shift highlights Instagram’s recognition of the importance of this user segment, especially considering that TikTok has consistently ranked among the top 20 most downloaded apps on the iPad for an extended period.
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