Instagram Reels has become a solid alternative to TikTok — partly because it allows creators to get paid for their videos. Since TikTok's rise to fame over the last couple of years, other social apps have scrambled to mimic its best features. Snapchat launched Snapchat Spotlight, YouTube debuted YouTube Shorts, and Instagram now offers Instagram Reels. For its part, Instagram Reels is one of the most well-rounded TikTok alternatives. It's easily accessible in the main Instagram app, scrolling through new videos is just as easy as it is on TikTok, and you can create your own Instagram Reels with just the touch of a button.

Being paid for video content isn't a new concept in 2023. YouTube has let users monetize videos for years, TikTok has its own payment program, and you can get paid for live streams on Twitch. Although it may not be immediately apparent, you can also get paid for videos uploaded to Instagram Reels. Instagram offers a few different methods for high-performing creators to earn money on Reels, including ad placement and brand partnerships. It’s also been working on an upcoming subscriptions feature. While Instagram once offered views-based Reels Play bonuses, the company announced in March 2023 that it’s halting that program, at least for now.

Monetizing Instagram Reels

To the ire of many creators, Instagram said in early 2023 that it “will stop extending new and renewed Reels Play deals on Instagram globally as we explore the future of the program. We will honor the existing Instagram Reels Play deals until they expire.” The invite-only Reels Play bonus was previously the top way to get paid for video posts. To qualify for an invitation, creators would need to have at least 1,000 Reels views over the past 30 days. Reels Play bonuses would then allow invited creators to get paid directly from Instagram after their Reels videos hit a certain number of views during a 30-day period.

Without this bonus, Instagram creators will need to lean into other monetization options. Instagram Reels users with larger followings may be eligible to have ads placed over their Reels videos. Getting ad money requires at least 10,000 followers, five (or more) Reels videos, and 600,000 minutes of viewership over the last 60 days. Creators can also team up with brands they support to get paid for posting Branded Content. They can make themselves discoverable by brands in Instagram’s Creator Marketplace based on their interests, or reach out directly to pitch a paid partnership.

Instagram has also been testing a more direct monetization option similar to those seen on other platforms: subscriptions. With subscriptions, which have so far only been tested among select Instagram creators, users will be able to subscribe to their favorite influencers’ accounts to access exclusive Reels and other content. Creators will be able to set their own monthly subscription prices. Instagram hasn’t yet confirmed when it will roll out to the wider public, though, and at the moment simply says it “may not be available to you yet.”

Source: Instagram 1, 2