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Instagram Gifts: Reels creator monetization steps up a gear

Instagram has launched a new monetization feature that allows global audiences to financially support their favorite creators by giving them gifts.

Person holding a red gift in their hands
Person holding a red gift in their hands

Instagram gifts has been in testing since November and was rolled out last week to all eligible US creators. Creators can add Gifts to all Reels content, old or new, via their personal dashboard.

Instagram plans to expand gifts to creators worldwide “as soon as possible”, Instagram head Adam Mosseri said in a Reel.

Audiences can buy creators themed gifts using Instagram currency Stars, which are purchased directly in the app. Instagram will pay creators a share of revenue from Reels gifts on a monthly basis, once their balance from all monetization programs reaches $100.

Short-video platforms YouTube Shorts, Snapchat, TikTok, and Instagram are locked in a fierce battle to ensure top creators continue to consistently create new and exclusive content for their platforms.  

Monetizing Reels, both for creators and for Instagram itself, is strategically important for Instagram in its bid to compete with TikTok. TikTok already offers a similar gifting feature but has struggled to deliver creators meaningful monetization opportunities outside third-party brand deals.  

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