Instagram Creators Are Reporting A Significant Decline In Payouts For The Reels Play Bonus Program

Creators are saying Instagram Reels payouts have significantly decreased. According to the Financial Times, several creators have reported that payouts from the Reels Play Bonus Program are lower than before. Payments previously ranged from $600 to $35,000, but creators are reporting a 70% decrease in payment and a higher threshold for meeting payment targets. For instance, one creator noted they needed 58 million views per month to earn a bonus payment of $35,000, but it has now increased to 359 million views per month for the same payment.

Along with new features and tools, creator funds and payout programs have been the primary means social media platforms have used to entice creators. Initiatives of this sort generate press headlines and encourage creators to invest time, but they are also problematic. They are effective at capturing creator attention. However, once payments change or creators realize that they aren’t as lucrative, they typically push back.

Earlier this year, TikTok creators became upset about the platform’s payment model that dished out small payments, despite creators generating millions and millions of views. Instagram is facing a similar scenario with many creators being disappointed in the payment changes.

Creator funds and payout programs aren't going anywhere soon, but their impact is no longer what it was when they started.