Meta is paying various creators, such as an artist who paid off credit card debt, a photographer who replies to polarizing posts for extra cash, and a food blogger sparking conversations, to post on Threads. The invitation-only program was introduced in April, with limited details shared about its operation. Engadget interviewed several creators involved, who discussed their strategies for meeting required engagement metrics and the complexities of Threads’ recommendation algorithm. Creators are placed into different program tiers based on bonus amounts and post metrics requirements, with many uncertain why they were selected. Photographer Audrey Woulard, for example, focused on replies to reach engagement goals and qualify for a $500 monthly bonus. The algorithm prioritizes high-reply posts, creating a feed focused on recommendations rather than accounts followed. Max Read referred to this as the “gas leak social network,” noting a random quality to the posts. Despite issues with spam and engagement bait, creators like Woulard have found success and extra income through Threads. Meta’s use of Instagram creators for Threads reflects its effort to grow the service and attract new users, with frequent bonus incentives outlined as part of their strategy. Yet, many creators acknowledge the experimental nature of the Threads app and question its unique positioning in the social media landscape.
