Instagram Launches New “Referrals” Program Offering Creators Up to $20,000 for Driving User Growth

In a bold move to retain young users and compete with rival platforms, Instagram has rolled out a new initiative called the “Referrals” program, offering select U.S.-based creators up to $20,000 in just six weeks for bringing new users to the app.

Under the program, creators can choose from two incentive structures:

• $100 for every eligible new user who signs up for Instagram through their referral, or

• $100 for every 1,000 eligible visits to the Instagram app they generate.

The maximum payout is capped at $20,000, achieved by driving either 200 new sign-ups or 200,000 qualifying visits within a six-week period. The program, first reported by Business Insider, has been confirmed by Meta and is currently in testing with a small group of creators.

With nearly two-thirds of Gen Z reporting they have or are starting side hustles to supplement income, this new opportunity could be a game-changer for aspiring influencers and part-time content creators—especially amid a slowdown in brand partnerships that has left many smaller creators struggling to monetize.

Content Creation: A New-Age Career Path

For Gen Z and Gen Alpha, content creation has become a top career aspiration. With figures like MrBeast and Ms. Rachel turning digital fame into fortune, younger generations are increasingly choosing social media over traditional career paths. However, the creator economy has become more competitive and unpredictable. According to Bank of America, the number of users earning income from content creation has declined, as sponsorships increasingly favor top-tier influencers.

Yet, the promise of virality and flexible income continues to attract new talent. For creators who share content part-time, the randomness of what may take off adds to the thrill—and now, possibly, to their bank account.

The Social Media Battle for Attention

Instagram’s new program comes as part of its ongoing efforts to maintain relevance among young users, many of whom are shifting their attention to TikTok and YouTube. Instagram CEO Adam Mosseri recently testified that the company has invested “hundreds of millions” of dollars into creator support, as revealed during the current FTC antitrust trial against Meta.

Facebook has also expanded creator incentives, now allowing users to monetize Stories—some earning up to $5,000 from a single post.

TikTok, Instagram’s biggest rival, is also trying to retain users with its own referral program, rewarding both parties when a friend signs up through a shared link. These points can later be redeemed for cash, showing how the battle for attention has become a high-stakes game of incentives.

Rachel Muse, a content creator with over 260,000 TikTok followers, told Fortune earlier this year that while policy changes may affect her income, she’s prepared to adapt:

“It’s such a gift to document and share the things I love, and I plan to continue doing so on other platforms like Instagram and YouTube,” she said. “Short-form video isn’t going anywhere—and while it technically makes my job harder, being anxious about it won’t help.”

As the creator economy continues to evolve, Instagram’s new Referrals program could offer a timely boost to emerging creators and part-time influencers looking to turn their hustle into income.