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Meta offers some creators thousands of dollars if they get talked about on Threads. This payment is part of a new invite-only bonus program that rewards creators for using Meta’s latest apps.
Instagram provides some details about the bonus program that Meta has not officially announced. It states that creators can earn income based on “threaded post performance” or “number of posts created.” The specific conditions for bonuses seem to be determined individually for each creator. “Bonus program details may vary by participant,” the company said.
The program appears to be a small effort for now (the company says it’s “in testing”), but it’s a preview of how Meta will enhance its efforts to leverage creators to increase engagement with its services. It provides: Meta has previously offered bonuses on Facebook and Instagram, but this is the first time the company has paid for posts on Threads. Threads bonus program was first by business insider Early this month.
Some creators are already being offered thousands of dollars in rewards for high-performing posts.according to Circling Threads, at least one creator was offered a reward of “up to $5,000” for a Threads post or reply that received 10,000 views or more. This is not as high as her $10,000 bonus that Reels creators can earn. You can also post on Instagram, which is still pretty generous considering that posting to a thread requires much less effort than shooting and editing an engaging video.
Meta isn’t the only platform trying to lure creators with promises of potential payouts. Although X serves creators directly based on engagement, its program is a revenue sharing arrangement for users who pay for a premium subscription.
Threads has grown steadily since its launch last year and has surpassed monthly users, Mark Zuckerberg revealed last week. Facebook’s founder has speculated that the app could one day become the company’s next billion user platform, but it will likely take several years to reach that milestone. Either way, onboarding popular creators from Instagram will be an important step in increasing engagement on Threads. The company recently partnered with a team to bring pop stars onto the app to promote their latest album. The effort included custom animations and other “Easter eggs” for Swift fans, although Mehta did not disclose the terms, if any, associated with the deal.