Meta is testing out a new program for its Threads app that will see some creators being paid for their posts. The Threads Bonus program aims to incentivize popular users to keep posting engaging content by providing cash incentives based on the performance of their posts. The program is currently invite-only, with a limited number of creators being invited to participate. The details of the program may vary by participant, and Meta is maintaining flexibility in the incentives offered to each invitee. This initiative is similar to how Meta grew Reels in its early stages and could help boost growth by aligning top creators with the app.
Threads, while initially experiencing rapid growth with 130 million users after its launch in July, has seen its momentum slow down. Despite reaching 100 million users just three months after launch, the app has not made a significant impact in the real-time social market, with X (formerly Twitter) maintaining its core user base. Threads has not seen rapid expansion, even though it has become available in more regions, including Europe. By piggybacking off of Instagram, Threads has gained a significant advantage over other new platforms, but its comparative performance has not been impressive.
Meta envisions Threads becoming the next billion-user app, but the app has deviated from its original path as a pure Twitter alternative. Threads avoids political content and certain news stories in an effort to create a more positive user experience. The app is positioned as the anti-X, aiming to offer value that Twitter no longer provides. Meta is augmenting the Threads algorithm with preferences based on users’ Instagram activity, but the app still lacks a magnetic or intuitive user experience. It may be a suitable replacement for Twitter in some applications but does not offer the same value as Twitter at its peak.
Meta’s strategic direction with Threads is unclear, as it is not necessarily aiming to replicate the success of X. The company may be taking a longer-term view and building Threads as a replacement for X in anticipation of potential shifts in the social media landscape. It remains to be seen whether Threads can attract users seeking an alternative to the stress and negativity on other platforms. Meta needs to stimulate growth for Threads if it wants to regain momentum and achieve its goal of becoming a billion-user app. The success of the app will depend on its ability to engage users and offer a unique value proposition in the competitive social media market.