Meta's Threads Surpasses 150 Million Users, Launches Bonus Program for Creators
Meta's social network, Threads, has achieved a significant milestone with over 150 million monthly users. The company is doubling down on user engagement by initiating a limited-time bonus program tailored for creators. This exclusive program, which commenced testing in March, provides personalized bonus criteria for U.S.-based creators, contingent on their Threads posts' performance and compliance with specific guidelines. The goal is to incentivize creators and Instagram users to increase their posting activity on Threads, although the long-term monetization plan for creators on the platform remains uncertain.
Key Takeaways
- Meta's Threads social network has surpassed 150 million monthly users
- Threads is running a limited-time bonus program for creators to increase engagement
- Invited U.S.-based creators have personalized bonus criteria based on post performance and adherence to guidelines
- Eligible posts must adhere to specific criteria, such as obtaining a minimum of 2,500 views and abstaining from copyrighted material or paid promotions
- Creators can monitor their earnings via the professional dashboard and may be required to reach a minimum threshold for payouts
- The bonus program may attract Instagram users with substantial followings to increase their posting frequency on Threads, potentially expanding the user base
Analysis
Threads' rapid growth to 150 million users and the introduction of the bonus program exemplify Meta's proactive focus on both user engagement and monetization. This endeavor is likely to entice content creators, particularly those with extensive Instagram followings, owing to the personalized bonus requisites rooted in post performance. However, there remains uncertainty surrounding Meta's long-term plans for creator monetization on the platform.
This initiative could potentially impact competing platforms like TikTok, YouTube, and Patreon, as creators may consider prioritizing Threads for potential earnings. The expansion of Threads’ user base has the potential to affect advertisers as well.
The implications of this development encompass heightened content production on Threads, escalated competition among creators, and prospective revenue growth for Meta. Nonetheless, creators may encounter challenges in fulfilling performance-based bonus requirements and navigating stringent guidelines.
Over time, Threads might cement its position as a significant platform for content creators, exerting influence on the broader social media landscape and creator economy.
Did You Know?
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Threads social network: Meta's (formerly Facebook) new social network, Threads, has reached over 150 million monthly users. It is a stand-alone app focusing on communication, enabling users to share messages, photos, and videos primarily with close friends and family. It operates independently from other Meta platforms like Facebook, Instagram, and WhatsApp.
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Limited-time bonus program for creators: Threads has introduced an invitation-only bonus program for U.S. creators, offering personalized bonus criteria based on posts' performance and adherence to specific guidelines.
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Eligibility and guidelines for bonuses: To qualify for bonuses, creators' posts must meet particular requirements, including achieving at least 2,500 views, refraining from copyrighted material, and abstaining from paid promotions. Creators can track their earnings through the professional dashboard and may need to reach a minimum earnings threshold for payouts. The program is anticipated to attract Instagram users with substantial followings to increase their posting activity on Threads, potentially bolstering the platform's user base.