Meta no longer pays creators to publish threads. Engadget has confirmed that the company quietly ended its Threads bonus program, which offers several thousand dollars in bonuses per month to some creators.
The company has not formally commented on why it stopped payments, but the Instagram support page once listed details about creator incentives no longer reference threads. In the thread on the subject, creators who were once part of the program said they stopped collecting payments around the end of April. This is about a year since Meta first started paying for popular posts to creators. While Meta never publicly shared a lot of details about how the program works, creators who previously spoke with Engadget reported that they were able to earn monthly bonuses ranging from $500 to $5,000 in exchange for specific metrics surrounding the post-count and view.
It is not clear that the strategy for creators on the Meta thread is coming soon. The company is still trying to attract more brands and famous faces and has tested features to help people find popular creators that have followed on X before. Meta also adds creator-friendly tools such as the ability to add more links to the app and detailed analysis of the app.
However, Meta has not clearly explained what it can provide to creators. The platform attracts almost no traffic to external websites. It is also difficult to build the following content on a thread, because the platform defaults to an algorithm timetable, mainly composed of recommended content. This means that posts from unknown accounts become easier to spread, but viral posts rarely lead to new followers influx.
The money may just be calculating the momentum that the qualifiers are already full of motivation without paying people for viral content. Meanwhile, Mark Zuckerberg repeatedly said that he believes the app could be Meta’s next billion-user platform. Without a creator’s purchase, it’s hard to see how this happens.
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