Recent data indicates that Threads, a social media platform by Meta, is gaining popularity in the United States. In response to this trend, Meta is making efforts to further increase in-app engagement by providing financial incentives to high-profile creators to post on the app.
Meta is offering prominent creators from its other platforms up to $5,000 to post on Threads. Moreover, if a post garners over 10,000 views on the app, creators may qualify for additional payouts. However, this bonus program is by invitation only, as explained in Meta’s additional documentation. Creators selected to participate will receive notifications through their Professional Dashboard on the Instagram app.
Selective Participation
Only creators chosen by Meta will have the opportunity to benefit from this incentive program. It is likely that the selected creators will be well-known individuals who have not yet established a presence on Threads. This initiative represents Meta’s latest strategy to promote Threads, following previous collaborations with celebrities and sports teams.
Meta recently launched the initial phase of the bonus program with a few users, but has since raised the payout amounts and increased the required views per post for eligibility. The objective is to accelerate Threads’ growth momentum, as Meta reported a 20 million user increase since February, bringing the total monthly active users to 150 million. Despite this progress, Threads still falls short of its competitor, X, which currently boasts 550 million MAU.
Meta’s shift towards a more positive user experience, steering away from political content and real-time trends, may attract users looking for a different social media platform. If popular personalities migrate to Threads and bring their audiences along, this collaborative effort could contribute to the app’s expansion.
Meta’s decision to offer financial incentives to creators is a strategic move to drive engagement on Threads and propel its user base. By targeting influential individuals and enhancing the platform’s appeal, Meta aims to position Threads as a viable alternative in the social media landscape.
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