• Meta is enticing content creators with a new bonus program on Threads.
• Despite steady growth, Threads falls short of its lofty user targets compared to X.
• To boost engagement, Threads collaborates with artists like Taylor Swift to promote content.

Meta is attracting content creators with a chance to earn thousands of dollars to go viral on Threads through a new, invitation-only bonus program linked with its latest app, which is meant to compete X.

Although the Meta has not officially been announced yet, a support page on Instagram has posted details about this program and how it shares revenue with creators. As per the page, creators will be able to make money “based on the performance of their Threads posts” and also through the number of posts they create. The specifics of the bonus terms seem to be tailored to each participant, as the company indicates that “details of the bonus program may vary by participant.”

Meta is not the only one trying to attract creators with financial rewards. X offers direct payments to creators, Even its approach involves a revenue-sharing model that benefits the users with premium subscriptions. This method bases payouts on the level of user engagement.

As per Meta CEO Mark Zuckerberg, Threads was standing at 150 million monthly users as of last week, showing all-time steady growth since its launch.

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This is far from the visionary goal of 1 billion users during the launch of Threads and also falls short of X’s 550 million, announced last month by Elon Musk. Although X has two decades of history behind it, Threads became official last year.

In any case, bringing new creators on board could make it hard for Threads to create more engagements. The social platform has recently linked up with pop music sensation Taylor Swift to promote her latest album on Threads.