Instagram pays for views through invite-only bonuses, without a published rate. The rates Meta states are on gifts, subscriptions and badges.
Views are paid through bonuses: Instagram writes that it is “testing bonuses”, offered “by invitation only for a limited time”, with “an element of random selection” (bonuses on Instagram). The help pages on bonuses, gifts, subscriptions and badges describe no share of ad revenue on Reels. Reels Play, the earlier bonus, stopped offering new and renewed deals on Instagram and Facebook on 9 March 2023 (Meta for Creators).
The bonus program rules set the conditions below. The page is not dated.
| Rule | Reels bonus | Photo and carousel bonus |
|---|---|---|
| Who | invited creators, 18 or over, professional account, located and taxed in Japan, South Korea or the US | |
| Views needed | 5M views over the previous 3 calendar months | per month, 3 months running: Japan 500K, South Korea 1M, US 5M |
| Earning window | 28 days per post; the latest 150 posts in each 2-week period | |
| Not paid | branded, boosted and collaborative posts; views from logged-out viewers and from the profile page | |
The same page also lists photo thresholds for the UK, Australia, Canada, New Zealand, Sweden, Denmark, Finland and Norway (500K), Ireland (1M) and South Africa (2M), while its eligibility section names only the three countries above. Earnings are “based on the number of qualified views” and may be adjusted for the audience's age and country and for engagement. A payout can require a minimum milestone; below it, the earnings are forfeited.
The bonus dashboard shows an “Average RPM: The average rewards you've earned for every 1,000 qualified views”. Meta publishes no value for it.
One creator, Janice, published her bonus payouts in August 2024 (Medium). Her country is not stated.
| Views | Payout | Per 1,000 views |
|---|---|---|
| 22,000 | $0.40 | $0.018 |
| 200,000 | $3.47 | $0.017 |
| 4,000,000 | $110.15 | $0.028 |
These are one account's figures from 2024, divided by the views the author reports rather than by qualified views.
| Feature | Creator receives | Followers needed | Source |
|---|---|---|---|
| Gifts on Reels | $0.01 per star; Instagram takes a share when the fan buys stars, and Apple or Google take “typically 30%” | 500 | Gifts |
| Subscriptions | Meta's share “currently at 0%”; Apple and Google collect 30% on in-app purchases | 10,000 | Subscriptions |
| Badges in Live | same split; capped at $250 per supporter per live video | 10,000 | Badges |
Gifts are open in 49 countries, including France, India, South Africa, Ghana, Tanzania and Uganda. The Creator Fast Track launched in March 2026 and the nearly $3 billion paid to creators in 2025 are Facebook figures; Meta's announcement gives none for Instagram (Meta). For comparison, see what YouTube pays and what TikTok pays.
Through its bonus program, by invitation. The rules name creators in Japan, South Korea and the US, and Reels need 5M views over 3 months to qualify.
Meta publishes no rate. One creator's 2024 bonus payouts worked out at $0.017 to $0.028 per 1,000 views.
No official figure. At that creator's rates, 1 million views would bring $17 to $28 in bonus.
$0.01 to the creator for every star received, with 500 followers needed to receive gifts.
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