Meta’s Threads app is testing a new program that pays creators for their posts in an effort to boost engagement. The Threads Bonus program is currently invite-only and offers cash incentives to eligible creators based on the performance of their posts. The program aims to encourage popular users to post more often and keep users engaged on the platform. While the details of the program may vary by participant, it is a way for Meta to align top creators with the app and potentially spark more growth.
The Threads app has seen rapid growth since its launch last July, reaching 130 million users, but momentum has slowed in recent months. Despite being available in more regions, Threads has not made a significant impact in the real-time social market and has not seen rapid expansion. Meta is hoping to position Threads as the next billion-user app in its social media arsenal, but it faces challenges in differentiating itself from other platforms and providing a positive user experience. The app has deviated from its original Twitter alternative path by avoiding political and controversial content.
Threads is trying to distinguish itself from X (formerly Twitter) by focusing on positivity and user preferences based on Instagram activity, but it still lacks the same value and user experience that Twitter once offered. Meta’s strategy for Threads may be focused on the long term, with the hope that it will eventually attract more users as other social media platforms face challenges. The app has not been able to shift many embedded X communities or attract a major migration of users. It remains to be seen whether Meta’s alternative vision for Threads will lead to significant growth in the future.
Meta’s Threads Bonus program is an attempt to incentivize creators to post engaging content and keep users active on the app. The program is currently invite-only and offers cash rewards based on post performance. Threads has not seen the same rapid growth as other social media platforms, despite being available in more regions. Meta’s vision for Threads as the next billion-user app may require a shift in strategy and a focus on attracting users from other platforms. The app’s current user experience and content focus may need to be adjusted in order to spur growth and engagement.