Instagram has launched a new referral program offering some U.S.-based creators up to $20,000 to drive new sign-ups and traffic to the app, part of its ongoing strategy to stay competitive against TikTok and YouTube.
The Meta-owned platform is currently testing the “Referrals” initiative with a limited group of invite-only creators through June.
Participants can earn money by sharing unique links outside of Instagram, promoting their profiles, posts, reels, and stories on rival platforms like TikTok, YouTube, Discord, and Substack.
According to Instagram, creators can earn $100 for each eligible new user who joins Instagram through their link or $100 for every 1,000 qualified visits to the app.
Earnings are capped at $20,000 per participant, and a third-party platform, Glimmer, manages payments.
Instagram confirmed the test in a statement to Business Insider, emphasizing that the program is part of its broader effort to empower creators and retain talent in an increasingly competitive space.
The launch follows several other creator-focused initiatives by Instagram, including the “Breakthrough Bonus,” designed to encourage creators to migrate from TikTok, and exclusive content deals reportedly worth up to $50,000 per month for top-tier influencers.
Meanwhile, TikTok has been running its own version of referral incentives, offering shopping discounts and cash rewards to users who bring friends onto the platform — highlighting a growing trend across social media companies to rely on creators to fuel user growth.
It remains unclear whether Instagram plans to expand the “Referrals” program beyond its current six-week test or make it a permanent feature.
The rollout comes amid heightened scrutiny from the U.S. Federal Trade Commission, which is investigating Meta’s competitive practices across social media.
As creators increasingly become the battleground for platform dominance, referral and incentive programs are emerging as key tools in the race for user attention and engagement.