Instagram is testing a new program that pays creators for driving people to the app, Meta confirmed to Business Insider. The invite-only “Referrals” program offers U.S.-based creators financial incentives when users visit Instagram or sign up for new accounts through creator-shared links.

Creators can earn through two methods, with compensation capped at $20,000:

• $100 for each eligible new user who registers for an Instagram account
• $100 for every 1,000 “eligible visits” to the Instagram app

The six-week program runs from May through June 2025, with payments handled by third-party partner Glimmer.

Instagram encourages participating creators to share links to their profiles, reels, posts, stories, and channels on competing platforms, including TikTok, YouTube, Discord, and Substack.

Meta’s financial reports show Q1 2025 revenue reaching $42.3 billion, up 16% year-over-year. Instagram specifically reports a 6% increase in time spent on the platform over the past six months.

Creator Incentives

The referral program aligns with broader industry trends in creator monetization. Earlier this year, Instagram rolled out a “Breakthrough Bonus” targeting creators from TikTok. The platform has also signed exclusive content deals with select creators ranging from $2,500 to $50,000 monthly.

Similar referral strategies exist across social media, with TikTok previously implementing a program rewarding users for inviting friends to its platform.

Instagram is expected to generate over 50% of Meta’s U.S. ad revenue for the first time in 2025, with projected U.S. ad revenue of $32.03 billion, representing a 24.4% increase from 2024, per EMARKETER.