Why Instagram Doesn't Pay Creators? CEO Adam Mosseri Replies, May 9, 2025
Why Instagram Doesn't Pay Creators? CEO Adam Mosseri Replies
May 9, 2025
In an recent Instagram
Q&A, CEO Adam Mosseri chimed in on the divisive issue that matters to creators:
Why is Instagram not paying creators like TikTok or YouTube?
Mosseri made it clear that unlike platforms having native ad share-of-revenue models, Instagram is more eager to provide creators with tools that can be monetized independently.
Such tools are brand collaborations, affiliate links, subscriptions, and badges on livestreams—but not a structural payout system according to views or engagement.
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"We’re trying to help creators make a living, but not necessarily by paying them directly for their content,” Mosseri said. “Our model has been more about enabling opportunities than creating a fixed revenue stream.”
He acknowledged frustrations and said the platform is “still figuring out” how to better support creators, especially as competition from TikTok and YouTube intensifies.
The Bigger Picture
Where YouTube shares ad revenue with creators and TikTok has its Creator Fund, Instagram doesn't yet have a consistent, scalable way of compensating users based on content performance. That's led to grumbling from creators who generate huge engagement and see minimal reward unless they scramble to secure brand deals on their own.
Future Plans?
Mosseri proposed experimenting with new monetization features in the future, possibly tied to Reels and exclusive content. But he noted that Instagram's focus will be on empowering creators, not necessarily a direct payday.
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