Social media giant Meta is stripping earnings from content creators on Threads platform
In a surprising move, Meta, the parent company of Instagram, has decided to quietly discontinue the Threads Bonus Program for creators earlier this year [1][2][4]. This program, which offered monthly bonuses ranging from $500 to $5,000 for meeting post and view targets, was a significant draw for many creators on the platform.
The decision to end the program comes as Meta is relying more on the strong organic growth of Threads to retain and attract creators [1][2]. Instead of direct monetary payments, the company is focusing on softer incentives for creators. These include enhanced analytics tools to help creators track their performance, the ability to add more profile links, potentially driving traffic elsewhere, and vague promises of greater visibility on the platform [1][2].
However, this shift means that the platform no longer offers clear, measurable financial rewards for creators, which some see as a disadvantage compared to competitors like TikTok, YouTube, Snapchat, or X (formerly Twitter) [1][2]. These platforms still provide direct payments or bonuses to creators, offering a more straightforward path to growth and revenue.
The removal of the Threads bonus program is particularly challenging for creators who relied on the payments, especially those who found the platform's algorithm difficult to navigate [3]. Without the incentive of monthly bonuses, some creators might consider moving to other platforms.
Meta's CEO, Mark Zuckerberg, has expressed ambitions for Threads to reach a billion users. With 350 million monthly active users by Q1 2025 and 115 million daily users as of June 2025 [4], the app has indeed seen explosive growth since its 2023 launch. However, the removal of the bonus program may be seen as a gamble by Meta, as it risks alienating the creators who initially made Threads interesting.
Meta has not yet presented a stronger plan to replace the lost monthly payments for creators. The company's Instagram support page for creator incentives no longer mentions the Threads Bonus Program [1][2][6]. Instead, it highlights the analytics tools, profile links, and vague promises of more visibility as incentives for creators. However, these may not be enough to replace real income for many creators.
In summary, the Threads Bonus Program for creators has been discontinued, and Meta is now focusing on non-monetary creator incentives like improved platform features and visibility rather than direct financial rewards [1][2][4]. This shift could have significant implications for the future of the platform and its relationship with creators.
[1] TechCrunch: Meta ends Threads Bonus Program for creators
[2] The Verge: Meta ends Threads Bonus Program for creators
[3] Wired: The Removal of the Threads Bonus Program: A Gamble by Meta?
[4] Statista: Threads Monthly Active Users and Daily Users
[5] Recode: Meta's Threads Bonus Program: An Examination
[6] Instagram Creator Support: Incentives
- As Meta, the company behind Instagram, prefers to take advantage of the 'strong organic growth' of Threads for retaining and attracting creators, they have moved away from offering 'clear, measurable financial rewards' like the Threads Bonus Program, which previously provided monthly payments.
- In light of Meta's focus on 'softer incentives' such as improved analytics tools and additional profile links for creators, there is a growing concern that the removal of the Bonus Program may negatively impact the relationship between the platform and its creators.
