Meta initiates limited-time bonus program for Thread creators

Delhi: Meta’s new social network, Threads, has surpassed 150 million monthly users, and the company is keen to maintain this momentum. Recently, Meta has initiated a limited-time bonus program specifically for creators on Threads, aiming to boost engagement on the platform.

Media reports unveiled that this invite-only initiative began testing in March. The program involves “individualised” bonus requirements for each creator and is currently restricted to U.S. participants. Depending on its success, there could be a future expansion to additional regions.

Criteria for participation

Creators selected to participate must adhere to specific conditions: they need to maintain a public Threads profile and comply with Instagram’s creator incentive terms, which also apply to bonus eligibility on Threads. The criteria for earning bonuses include the performance of their posts, measured by views, and the frequency of their posts.

To qualify for bonuses, posts must meet certain standards. For example, each post needs to attract at least 2,500 views to be eligible. Content with copyrighted materials, lacking text, or artificially boosted views will not qualify. Additionally, posts must not include watermarks from other platforms like TikTok or YouTube, nor should they be tied to brand partnerships.

Earning monitoring

Creators can monitor their earnings through the professional dashboard, where a minimum earnings threshold might apply before payouts are issued. According to media reports, Meta revealed that a minimum amount is required in some cases, to receive a bonus payout. Even in the absence of a bonus payout, the creator may be invited to participate in another bonus opportunity in the future.

The bonus program could encourage influential Instagram users to increase their activity on Threads and potentially bring their followers along. Instagram is supporting this by promoting Threads within its own app. This strategy not only fosters growth for Threads but also keeps users engaged across Meta’s platforms.

While this bonus program presents an opportunity for creators to expand their audience on Threads, it's important to note that the financial incentives are currently temporary, as Meta has not yet disclosed any long-term monetization strategies for creators on the platform.