Instagram is making a big move to stay ahead of rivals like TikTok and YouTube. The Meta-owned platform has launched a new referral program that offers US-based creators up to $20,000 for bringing new users and traffic to Instagram. This limited-time initiative is designed to boost Instagram’s popularity by encouraging creators to promote the platform outside of it.
The program, called “Referrals,” is currently in the testing phase and will run for about six weeks, from May through June 2025. It’s an invite-only offer, meaning only selected creators can participate right now. Instagram confirmed the program to Business Insider.
So how does it work? Creators can earn money in two ways, and total earnings are capped at $20,000 per person. Some creators are being offered $100 for every eligible user who signs up through their unique referral link. Others can earn $100 for every 1,000 valid visits to the app, also tracked via special links. These links must be shared outside of Instagram, such as on YouTube, TikTok, Discord, or Substack. Payments are being managed by an external platform called Glimmer.
The goal is clear: Instagram wants creators to talk about and promote the platform in places where potential new users are already active. By getting creators to post about Instagram on competitor apps, Meta is hoping to pull in more users and keep creators engaged with its ecosystem.
This isn’t Instagram’s first move to support creators financially. Earlier this year, the platform introduced a “Breakthrough Bonus” that targeted creators moving from TikTok. In some cases, Instagram even offered exclusive content deals worth up to $50,000 a month to top creators. These actions show how seriously Instagram is taking the fight to hold onto creator talent in a fast-changing social media world.
Referral bonuses are quickly becoming a trend across the industry. TikTok has launched its own referral campaigns with shopping discounts and cash rewards for inviting friends. It’s now common for platforms to use money and incentives to attract both creators and users.
Currently, Instagram’s referral test is only available to a select group of creators in the United States. Meta hasn’t said whether it will expand the program or make it permanent. This comes at a time when the Federal Trade Commission is closely watching Meta and other tech giants over their competitive practices.
Industry Trend: Referral Programs as a Growth Strategy
Instagram’s referral program also highlights a growing trend across the social media landscape. TikTok itself launched a referral program last year, offering incentives like shopping discounts and financial perks for inviting new users. This signifies that referral and bonus schemes are becoming a standard tactic for platforms to fuel user acquisition and maintain their competitive edge.
What This Means for Creators and Users:
- For Creators: This program offers a potentially significant new revenue stream for U.S.-based creators who can effectively drive new sign-ups or traffic. It emphasizes the power of their audience outside of Instagram.
- For Users: Expect to see more cross-platform promotion from your favorite creators, encouraging you to join or engage with Instagram if you’re not already a frequent user.
Whether this becomes a long-term feature or not, one thing is clear: the battle for creators — and user attention — is heating up. And Instagram is willing to pay big to win.