As Facebook cuts back on its payments to publishers, Meta-owned sibling Instagram is opening up its wallet as the platform continues its controversial pivot to short-form video with TikTok clone Reels.
Instagram is paying media companies for posting Reels that reach certain view count thresholds, according to executives at media companies participating in the program. Last year Instagram rolled out a program to pay individual creators for posting Reels, and it has been expanding the program to media companies. An Instagram spokesperson declined to comment.
