Meta Doubles Down on Symbolic Recognition
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The Instagram award launch follows a reduction in creator payments: ad payouts, Reels bonuses, and affiliate marketing bonuses have all been cut over the past three years. A survey by Kajabi found a 52% drop in brand deals for creators in 2024, highlighting growing competition for paid partnerships.
Instagram says the awards celebrate creators who take creative risks and bring people together, aiming for a symbolic “Oscars for content creators” without a traditional ceremony.