Meta is offering thousands of dollars to some content creators if they go viral on Threads. Payments are part of a new invite-only bonus program that rewards creators who use Meta’s latest app.
An Instagram support page offers some details about the bonus program, which Meta has not yet formally announced. It states that creators can earn money “based on the performance of your posts on Threads” or “the number of posts you create.”
It appears that specific bonus terms are individualized for each creator. “Details of the bonus program may vary depending on the participant,” says the company.
The program appears to be a small-scale effort for now — the company refers to it as being in “testing” — but it offers a preview of how Meta might look to ramp up its efforts. to use creators to increase the engagement in service.
Meta has previously offered bonuses for publishing Reels on Facebook and Instagram, but this is the first time that the company has paid for publications on Threads. The Threads bonus program was reported by Business Insider earlier this month.
Some creators are already receiving thousands of dollars for posts
According to a screenshot circulating on Threads, at least one creator was offered “up to $5,000” for posts or replies on Threads with 10,000 views or more. This amount is not as high as the $10,000 bonus that Reels creators could earn on Instagram, but it is still quite generousconsidering that publishing on Threads requires much less effort than filming and editing a convincing video.
Meta isn't the only platform trying to lure creators with promises of potential payouts. OX also offers creators direct payments based on their engagement, but that program is a revenue-sharing arrangement for users who pay for premium subscriptions.
Threads has been growing steadily since its launch last year and has more than 150 million monthly users, Mark Zuckerberg revealed last week. The Facebook founder speculated that the app could one day be the company's next billion-user platform, although it will likely take several years to reach this milestone.
Either way, integrating popular Instagram creators would be an important step towards increasing engagement on Threads. The company also recently partnered with Taylor Swift's team to get the pop star on the app to promote their latest album.
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