seniorspectrumnewspaper – Meta has ended its bonus program that paid creators for posting on Threads. The program, which launched about a year ago, offered some creators thousands of dollars each month for meeting certain post and view targets. confirmed that payments stopped quietly earlier this year, around late April.
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The company has not publicly explained why it ended the incentive program. Meta’s Instagram support page once detailed creator bonuses but no longer mentions Threads. Several creators who took part have shared on Threads that they stopped receiving payments in April. Creators could earn bonuses ranging from $500 to $5,000 monthly depending on their content’s performance. Although Meta never fully explained how the program worked, those familiar with it said payments depended on consistent posting and engagement levels.
This decision marks a notable shift in Meta’s approach to supporting creators on Threads. Paying creators was a key way to encourage quality content and build an active user base when the app first launched. However, the program’s quiet end raises questions about the company’s current priorities for the platform.
Future of Creators and Growth Strategy on Threads
Meta’s plans for creators on Threads remain unclear after ending the bonus program. The company continues to try attracting brands and high-profile users to the app. It has also introduced new creator-friendly features like more profile links and detailed analytics.
Despite these efforts, Threads struggles to drive traffic to external sites and build lasting follower bases. The platform uses an algorithmic timeline that favors recommended content, allowing unknown users to go viral. However, viral posts often do not convert into steady followings. This approach may suggest Meta believes Threads has gained enough momentum without paying creators for viral content. Mark Zuckerberg has expressed confidence that Threads could reach one billion users, but creator support is essential for sustained growth.
To maintain creator engagement, Meta might explore alternative incentives, such as exclusive features, better monetization tools, or partnership opportunities. Building a vibrant creator community could be key to competing with other social platforms and attracting diverse content that keeps users active.
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Without financial incentives, Meta will need other ways to engage creators and ensure high-quality content. How the company balances user growth, creator needs, and monetization will shape Threads’ future success. In summary, Meta’s end to the Threads bonus program signals a strategic pivot. The platform’s ability to attract and retain creators without direct payments remains a key challenge as it aims for long-term growth.
