Meta’s social media platform, Threads, has introduced a bonus program to incentivize content creators, offering them opportunities to earn money through their posts.
Launched in April, this exclusive program allows selected creators to receive payments based on their engagement metrics. While the potential for earnings is a draw, many participants are still trying to understand the nuances of the app’s recommendation system.
How Does the Threads Bonus Program Work?
Meta’s bonus initiative is structured into tiers, which determine the engagement requirements and possible earnings for each creator. For example, Audrey Woulard, a photographer with a substantial following on Instagram, has used the program to explore new content strategies on Threads.
Instead of creating her posts, she focuses on engaging with others’ content through replies. This approach allows her to meet the program’s criteria—such as generating at least 60 posts with a minimum of 750 views each—to qualify for a $500 monthly reward. Woulard finds that engaging with posts on divisive topics like parenting and lifestyle tends to attract more interactions.
Decoding the Threads Algorithm
Although the bonus program offers significant earning potential, Threads’ recommendation algorithm remains puzzling for many creators. Unlike Instagram, Threads doesn’t have direct messaging, and it prioritizes posts that generate high engagement over those from users’ existing connections. As a result, the “for you” feed often displays content from unfamiliar users that has garnered numerous replies, even if the subject matter is relatively ordinary.
This emphasis on engagement has led creators like Woulard to focus on joining conversations that draw a lot of responses, even if the content is less original. While this tactic helps achieve the engagement necessary for bonuses, it can also mean wading through posts that feel more like clickbait than genuine discussions.
Financial Impact and Challenges
For some creators, the bonus program has been a financial lifeline. Josh Kirkham, known for his painting videos reminiscent of Bob Ross, is in the highest earning tier of the program, with the ability to earn up to $5,000 per month. He finds success by sharing video content across multiple platforms like Instagram and TikTok, which he repurposes for Threads. However, Kirkham notes that the platform’s recommendation system can be unpredictable, with video engagement fluctuating significantly from week to week.
On the other hand, creators like Logan Reavis, a photographer with a solid presence on both Instagram and Threads, appreciate the different audience reach that Threads offers. However, she still struggles with the platform’s tendency to prioritize posts that elicit replies over content that highlights her photography skills, making it challenging to consistently reach her maximum potential earnings.
Meta’s Strategy and Creator Uncertainty
Offering bonuses to Instagram influencers is part of Meta’s strategy to boost Threads’ growth, leveraging its established Instagram user base to promote the newer platform. The platform has already attracted around 200 million users, but some creators remain skeptical about the program’s long-term viability. Meta has previously offered lucrative incentives for new features like Instagram Reels, only to scale back those payments once engagement grew organically.
Social media expert Matt Navarra notes that Threads still lacks a distinct identity within the broader Meta ecosystem. He believes that the platform’s unclear positioning makes it harder for creators to develop content that resonates with audiences. Without a unique place in the social media landscape, Threads may struggle to distinguish itself from competitors and keep its user base engaged.
Conclusion
For now, Meta’s bonus program on Threads offers a chance for creators to monetize their content through targeted engagement. Although the lack of clarity around the platform’s algorithm poses challenges, some creators have managed to adapt and find success. As Meta continues to refine Threads, the platform’s future remains uncertain—whether it can become a lasting space for creators or remain an experimental addition to the social media lineup is yet to be seen.
