Threads will no longer generate revenue for its creators. Meta has decided to close the rewards program that previously incentivized creators to publish content by offering them thousands of dollars each month.
Threads will no longer generate revenue for its creators. Meta has decided to close the rewards program that previously incentivized creators to publish content by offering them thousands of dollars each month.
According to Engadget, the program was halted back in the spring, although the company has not officially announced the end of payments. Some creators told Threads that they stopped receiving bonuses in late April, about a year after the initiative was launched. At the same time, mentions of Threads in the context of rewards have already disappeared from Instagram support pages.
Previously, the program allowed creators to earn between $500 and $5,000 per month, subject to reaching certain reach and post counts. Meta did not disclose details of the reward formula, but many creators confirmed consistent payments over several months.
After the cancellation of bonuses, the company’s strategy for attracting creators seems unclear. Meta continues to develop the functionality of Threads, adding new tools: analytics, multiple links in the profile, and also experimenting with mechanisms for redirecting users from X. However, the platform itself still does not generate significant traffic to external resources, and gaining subscribers here is more difficult due to the algorithmic feed.
Against this backdrop, Meta seems to be hoping that the platform can gain momentum organically, without direct payments. Mark Zuckerberg has repeatedly stated that Threads has the potential to become the next billion-user app. However, without the support of an active community of creators, realizing this vision will be difficult.
Threads emerged in 2023 as a competitor to X (formerly Twitter). At first, Meta actively stimulated growth by attracting an audience from Instagram, but then the dynamics slowed down. The abandonment of the bonus program may mean that the company is betting not on authors, but on general integration with the Meta ecosystem.
We previously wrote about how Meta is testing Threads account registration via Facebook. Now, not only Instagram account owners can become Threads users.
