Instagram has spent up to 700 million in a year to lure creators – Breaking News & Latest Updates 2026
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FTC v. Meta: the antitrust battle over Instagram and WhatsApp

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Lauren Feiner
Instagram has spent up to $700 million in a year to lure creators.

Mosseri estimates this is the most Instagram has spent in a given year on creator incentives. Instagram sees creators as a good source of content after many rank-and-file users began posting fewer of their own updates.

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