Instagram has quietly begun testing a new monetization program designed to reward creators for driving traffic and sign-ups to the platform. Dubbed “Referrals,” the initiative is currently invite-only and limited to U.S.-based creators, with a maximum earning cap of $20,000.
Under the program, selected creators can earn in one of two ways: either $100 for every eligible new user who signs up for Instagram via their shared link, or $100 for every 1,000 eligible visits to the app. These links can be shared off Instagram, on platforms such as TikTok, YouTube, Discord, and Substack.
The test is scheduled to run for six weeks, from May to June, with third-party company Glimmer handling payments. A help center page from Instagram confirms the partnership and outlines how creators can track their earnings.
Instagram’s move comes amid intensifying competition from rival platforms like TikTok and YouTube. The referral test follows other recent efforts by Instagram to retain and attract creators. Earlier this year, during discussions of a potential TikTok ban, the platform introduced a “Breakthrough Bonus” targeting creators migrating from TikTok. It also offered some creators exclusive content deals valued between $2,500 and $50,000 a month over three months.
This referral test is part of a broader trend among social media giants to incentivize user growth through creator-led campaigns. TikTok previously introduced a similar program offering users discounts and financial rewards for referring new users.
With regulatory scrutiny mounting, especially from the U.S. Federal Trade Commission’s antitrust case against Meta, Instagram appears to be doubling down on creator incentives to maintain its market position and expand its user base.
