News & Views: Meta Sets their eyes on TikTokers, Snapchat reveals the power of creators, Instagram's Algorithm Updates

Welcome back to News & Views. This week we'll be looking back at some of the top news stories from the social media landscape, the creator economy and beyond. ??

So, let's take a look at what's been making headlines recently??

1. Meta Courts TikTok Creators with Cash Incentives & New Features??

As uncertainty looms over TikTok’s future in the U.S., Meta is setting it's sights on attracting creators to Facebook and Instagram with cash incentives and feature updates that directly challenge its rival.

The "Breakthrough Bonus Program"

Meta is offering up to $5,000 to popular U.S.-based creators who are new to Facebook or Instagram. Here’s how it works:

• Eligibility: Creators must be new to both platforms and apply for acceptance.
• Payouts: Bonuses will be distributed during the first 90 days, provided creators post regularly.
• Posting Requirements: At least 20 original Reels on Facebook and 10 on Instagram every 30 days. Videos must be original—no recycled TikTok's or content from other platforms.
• Additional Perks: New creators also receive a free subscription to Meta’s blue check verification system for added credibility and visibility.

This aggressive push appears well-timed to capitalise on TikTok’s potential U.S. ban, where 170 million users may soon be seeking a new platform. Though, how many of those creator won't already have an established presence on Meta platforms is uncertain.

Meta’s Features: TikTok-Inspired Upgrades

Meta isn’t stopping at bonuses; the platform is adding TikTok-like features to make the transition smoother for creators:

1. Affiliate Links for Shoppable Content: Creators can now add affiliate links directly to videos, similar to TikTok Shop. This boosts monetization opportunities for influencers and brands on Meta platforms.
2. CapCut Rival: Meta launched Edits, a video editing app which mirrors TikTok’s CapCut, to support creators in easily producing polished, vertical video content.
3. Redesigned Instagram Profiles: You've likely already noticed Instagram grids have shifted from square to rectangular posts and videos, a clear nod to TikTok’s layout. However, the change has drawn some backlash from creators, prompting Instagram boss Adam Mosseri to acknowledge concerns about the abrupt rollout. (a bad time for anyone who spent time creating those nicely curated grids...)

What This Means for Creators & Brands

For creators and brands, this is a significant moment to evaluate your strategy:

• For TikTokers: If TikTok becomes unavailable, Meta’s platforms could provide a quick and monetizable alternative, especially with cash incentives and powerful tools like Edits and affiliate links.
• For Brands: Diversify your influencer campaigns now. With Meta making a hard pivot to TikTok-like features, its platforms may become increasingly appealing for short-form video content and creator partnerships.
• For Agencies: Stay ahead by advising clients to prepare content strategies for both Facebook Reels and Instagram, leveraging the platform's new creator-friendly features.

What’s Next???

Meta’s moves highlight its aggressive play to dominate the short-form video space as TikTok’s future remains uncertain. Whether through bonuses, features, or platform redesigns, Meta is betting big on attracting TikTok’s creator economy.

Creators and brands—this could be the perfect time to double down on Reels and explore the new opportunities Meta is rolling out.

2. Snapchat Study Highlights the Power of Creator Partnerships??

Snapchat’s latest report sheds light on how collaborating with creators can significantly enhance brand promotions. Conducted in partnership with OMG, the study surveyed 12,000 social platform users across five key markets (US, UK, Canada, France, and Saudi Arabia) and underscored the growing importance of creator content in driving better campaign results.

The findings reveal that creator ads hold attention longer than standard brand ads. Snap Inc. reports that attention paid to creator content is 12% higher, with playtime increasing by 8%. When brands combine creator ads with regular paid campaigns, they see improved outcomes, particularly in ad recall and unaided brand awareness.

Creator partnerships also boost trust and likability. The report notes that when users see a creator’s ad followed by a product ad, they’re more likely to perceive the brand as trustworthy—especially if the creator is already well-liked. This “halo effect” is particularly pronounced in markets like the US and France.

This is something Stevie Johnson touched on during his Web Summit keynote last year:

The influence of creators extends across the consumer journey, with 71% of respondents finding value in creator-promoted content during the consideration phase and 70% during the purchase phase. On Snapchat, where creators feel more like friends than influencers, their recommendations hold significant sway over buying decisions.

Snapchat emphasises that brands should prioritise relevant creator partnerships to foster deeper consumer connections and boost commerce outcomes. By leveraging the authenticity and relatability of creators, brands can enhance the impact of their campaigns, making promotions more memorable and trusted.

While not entirely ground-breaking, this report provides concrete data to inform your Snapchat strategy and highlights the effectiveness of blending creator-led campaigns with traditional ads for maximum impact.

Read Snapchat's full report here.

3. Instagram’s Key Algorithm Insights for 2025: What You Need to Know??

Looking to optimise your Instagram strategy in 2025? Instagram chief Adam Mosseri has launched a new video series aimed at demystifying the platform’s algorithms, providing actionable insights to help creators and brands maximise their reach. In his first vid he breaks down the three key factors that determine content ranking and visibility:

1. Watch Time – The amount of time users spend viewing your content.
2. Likes – The number of likes per reach, especially important for connected audiences.
3. Sends – How often users share your content, particularly critical for reaching new audiences.

Why These Factors Matter

According to Mosseri, each factor plays a unique role depending on the audience:

• For your followers: Likes hold more weight, signalling that your content resonates with your existing community.
• For new audiences: Sends are pivotal. The more your content is shared, the more Instagram’s algorithm interprets it as deserving of a broader audience, leading to increased visibility on Explore and recommendations.

Key Takeaways for Strategy

• Focus on Watch Time: Create engaging content that holds viewers’ attention, whether it’s longer videos or interactive carousels.
• Encourage Sharing: Posts that spark conversations or provide value are more likely to be forwarded, helping you grow beyond your current follower base.
• Don’t Overthink Comments: Interestingly, comments weren’t mentioned as a key ranking factor. Mosseri hints that they may be indirectly tied to watch time, but they don’t seem to have the direct impact they once did on amplification.

Why This Matters

The emphasis on engagement behaviours over discussion generation aligns with Meta’s broader shift away from prioritising divisive content. Watch time and shares now dominate as indicators of quality and audience appeal, especially in Instagram’s increasingly video-focused landscape.

Pro Tip: Adapt Your Content

Carousels often perform well because they take longer to view, boosting watch time - some of the biggest accounts on Instagram are making this their focus. Similarly, crafting shareable, relatable, or informative posts can increase your chances of being sent to new audiences.

By understanding these signals and aligning your strategy accordingly, you can improve your visibility and growth on Instagram in 2025.

And that wraps up this week's News & Views update. Make sure to follow Disrupt Marketing on LinkedIn and Instagram for more updates from the world of Social and Creator and check out our blog for our latest industry insights ??