Feb 2023 / Blog / Buzz, News

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. 


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. 

New call-to-action

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.  


Kolsquare, a data-driven Influencer Marketing platform, helps brands to optimize each step of their Influencer Marketing campaign with help of data and Machine Learning. The solution facilitates the identification of the right profiles for a campaign amongst a catalog of over 3 million KOLs (Key Opinion Leaders), and enables the measurement and performance analysis of each campaign. Kolsquare is a team of thirty experts who accompany you throughout the year in the implementation of your influencer strategies, to help you build effective campaigns and increase your knowledge of the Influencer sector through studies, barometers and enriching insights.