I’m hearing that Instagram has again cut the amount of money some creators can earn from the Meta Platforms app’s bonus program to spur more short-form Reels. It’s the latest sign that the big social networks are quietly backing away the generous cash payouts they dangled to encourage creators to make content for their apps.  

One creator told me their Instagram account updated in the past month to say the creator was eligible to earn up to only $1,200 in incentives, down from $8,500 in October.