Meta to Compensate Creators for High-Quality Threads and Posts

Meta Launches Cash Bonus Program for Threads App Creators Amid Competition from Elon Musk’s X and Other Platforms

Meta is currently testing a cash bonus program for creators who produce engaging content on its Threads app. This was confirmed by a spokesperson for the company to Business Insider. Although the details of the program are not yet clear, it appears that eligible creators can earn money based on post performance or the number of posts shared on the app. Posts with less than 2,500 eligible views are not eligible for payouts.

This invite-only program is an indication that Meta is making efforts to elevate its text-based app, Threads. By incentivizing creators to post on Threads, the company hopes to attract and maintain users amidst competition from platforms like Elon Musk’s X and emerging platforms like Bluesky and Mastodon. X, previously known as Twitter, has also been testing an engagement-based payment program for creators. Despite its recent release in July, Threads has already gained popularity and is currently holding the top spot in the Apple App Store rankings while X is positioned at number 26.

Throughout the past nine months, Threads has experienced steady growth, welcoming over 130 million monthly active users as of February according to Meta CEO Mark Zuckerberg during the company’s Q4 earnings call. Zuckerberg expressed his optimism regarding the app’s future growth and improvements, emphasizing the potential of a discussion-oriented platform like Threads to rival mainstream social apps. In addition to the Threads initiative, Meta is also testing a “Spring Bonus” program for Instagram in which creators will be compensated for engagement on reels, photo carousels and single image posts.

Notably, Instagram had previously ended a bonus program for reels in March 2023 but hinted at the possibility of reintroducing bonuses during an announcement in October by Instagram head Adam Mosseri. Overall these initiatives by Meta underscore the company’s commitment to supporting creators and fostering their success across various platforms like Threads and Instagram.

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