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Manus, integrated into Meta, paid creators to tell you not to get a part-time job.
Manus, an AI company acquired by Meta for $2 billion, is promoting advertisements that promise individuals can earn quick and easy money using its AI tools. The proposed method involves identifying local businesses with absent or poor websites, using AI to create new ones, and then selling these AI-generated websites to them.
As part of its promotional strategy, Manus compensated content creators to develop and post content on Instagram, YouTube, and TikTok. These creators were tasked with showcasing the AI product as a simple and profitable venture. While some of these videos were officially labeled as Manus ads, many posts on the paid creator accounts deliberately concealed their affiliation with the company.
The nature of these advertisements was explicitly misleading. One particular video, posted by an account named 'Manus AI by Meta,' depicted Manus’ AI agent as an 'Easy side hustle' achievable by 'absolutely anybody.' It claimed the process 'takes less than 10 minutes' and could generate a 'potential $5k a month,' with the on-screen talent asserting 'there is literally no limit.' The article questions the realism of these claims, especially regarding the number of businesses willing to purchase AI-generated websites from unknown individuals.
Investigation revealed a widespread network of accounts across TikTok and Instagram posting nearly identical Manus-related content. This content frequently promoted the website-selling scheme and other 'vibe-coded' applications. The accounts displayed striking similarities in appearance and language, often using phrases like 'The art of Manus,' 'my websites don’t look vibe-coded anymore,' and 'don’t get a part-time job.' Many of these accounts were relatively new, exclusively featured Manus content, and were managed by young creators, with some posts achieving viral status despite a general lack of engagement on others.
Some creators’ LinkedIn profiles identified them as contractors for Manus, producing content. A 'viral growth expert' was reportedly hired by Manus to manage a team of 10-20 content creators, enforce brand guidelines, and provide viral content coaching. A Manus spokesperson, Ronghui Li, confirmed that the company 'works with third-party agency partners on paid UGC creator programs across platforms including TikTok, Instagram, and YouTube' and validated that the referenced individuals were legitimate 'external partners' in this program.
Manus refrained from commenting on Meta's involvement in the program, including Meta's awareness or compliance with its own policies. Regarding disclosure, Li stated that while some creator videos were licensed as formal ads with proper labeling, the responsibility for disclosure on individual creator posts lay with the creators themselves. Manus has since initiated a review of the specific accounts and posts in question concerning these disclosure practices.
When questioned about promoting the tool as an 'easy side hustle,' Manus's spokesperson, Ronghui Li, asserted that the company 'does not endorse exaggerated or misleading earnings claims' and indicated that the flagged content was under review. Li did not confirm if this review encompassed the entire program and notably avoided providing any evidence to substantiate the earnings claims featured in the promotional videos.
Legal and advertising experts highlighted that the undisclosed nature of these paid relationships violates explicit disclosure requirements set by platforms like Meta, YouTube, and TikTok. Furthermore, they indicated that these practices likely constitute legal breaches in several jurisdictions, including the UK, EU, and US, where regulators strictly mandate clear labeling of incentivized influencer marketing content. Vague or brand-adjacent language is deemed insufficient for proper disclosure.
Meta did not respond to inquiries about its awareness of the program or its compliance with advertising policies. TikTok, however, took action after being contacted, resulting in the removal of most Manus hype videos and the banning of many associated accounts. YouTube did not provide a comment on the matter.
The article concludes by noting that Meta owned Manus throughout the campaign and had already begun integrating its systems. The tech giant now faces the potential necessity of reversing the acquisition after Chinese regulators blocked the deal. Despite Meta's assertions of compliance with relevant laws, the company has not elaborated on its expectation to resolve the issue with Beijing.