Meta offers some creators thousands of dollars if they go viral on Threads. The payouts are part of a new invitation-only bonus program that rewards creators who use Meta’s newest software.
An Instagram Meta provides some details about the bonus program that it has not officially announced. It says that creators can earn money “based on the performance of your posts on topics” or “based on the number of posts you create.” It seems that the specific conditions of the bonuses are customized for each creator. “Details of the bonus program may vary by participant,” the company notes.
The program appears to be a small-scale effort for now — the company calls it “in testing” — but it offers a glimpse into how Meta could ramp up its efforts to use creators to increase engagement with the service. Meta has previously offered bonuses for on Facebook and Instagram, but the company is paying for posts on Threads for the first time. The Threads bonus program was the first by Business Insider earlier this month.
Some creators are already being offered thousands of dollars for high performing posts. according to While making the rounds on Threads, at least one creator was offered “up to $5,000” for Threads posts or answers with 10,000 views or more. This is not as high as the $10,000 bonus that Reels creators can give It’s still pretty generous considering posting on Instagram but Threads requires less effort than shooting and editing a compelling video.
Meta isn’t the only platform trying to lure creators with promises of potential payouts. X also offers direct to creators based on its badges, but this program is a revenue sharing arrangement for users who pay for premium subscriptions.
Since its launch last year, Threads has been steadily growing and has more to offer monthly users, Mark Zuckerberg announced last week. Facebook’s founder speculated that the app could one day be the company’s next billion-user platform, though it will take several years to reach that milestone. Either way, launching popular creators from Instagram would be an important step to increase engagement on Threads. The company also recently cooperated team to get the pop star on the show to promote her latest album. Meta didn’t share the terms, if any, associated with the arrangement, but the effort involved special animations and other “Easter eggs” for Swift fans.
